Spanish professional club football league LaLiga has inked a new deal with Electronic Arts’ (EA) sports-simulation video game-developing and publishing division EA Sports, which is set to bring about a brand evolution for Spain’s top-flight league.
The five-year deal will have LaLiga’s second division renamed to “LaLiga Hypermotion”, while the top tier will be renamed to “LaLiga EA Sports”.
Javier Tebas, President of LaLiga, commented:
“Today we begin a new era that represents a revolutionary change for both Spanish football and the industry. And we do so surrounded by clubs and strategic partners such as EA Sports, without whom none of this would have been possible. Together we want to create a better football for society and a better society for our football.“
David Jackson, VP of Brand at EA SPORTS, added:
“LaLiga uniquely shares our vision for a fan-first future of football, and this partnership brings us the opportunity to reframe the way in which fans engage with the game. Combining our expertise in building globally diverse audiences with LaLiga’s spirit of innovation, we will continuously challenge each other, learn, and grow together as partners.
“As we enter a new era with EA Sports FC, we’re excited for our LaLiga partnership to come to life in a variety of ways, from audio-visual technology to entertainment innovation, from grassroots initiatives to digital communities, all with the intention of bringing fans closer to football.“