LALIGA heralds a new era with Electronic Arts Inc as a strategic partner for the next five seasons


Ceremony with associations and strategic partners.

LALIGA’s new direction reflects the growth the company has experienced over the past decade, becoming the largest football ecosystem in the world. This global transformation began with the announcement of the brand’s new positioning and purpose under the slogan “The Power of our Futbol”, a launch with which the competition reaffirms its commitment to inspire and make a positive impact on society.

Javier Tebas, President of LALIGA, said: “Today we start a new era that represents a revolutionary change for both Spanish football and the industry. And we do that surrounded by clubs and strategic partners like FA SPORTS, without whom none of this would have been possible.

“Together we want to create better football for society and a better society for our football.”

The support of strategic partners and employees was and is fundamental. LALIGA offers a unique product that makes it a major player in the industry.

It is aimed at multiple audiences as it reaches people of different ages and backgrounds. it is a multi-commitment that can be interacted with in different ways and with different intensities; and thanks to its strong global presence, it is multicultural.

LALIGA will continue its commitment to growing the global football ecosystem alongside the global industry leaders it works with, such as Microsoft, PUMA, Mahou San Miguel and BKT, without losing sight of both regional and local partners and to adapt to the needs of each market.

A strategic alliance set to revolutionize the football industry

The union of LALIGA and EA SPORTS is the culmination of a relationship that has been solidified over the past 10 years but is now reaching a new level; The leading game publisher is the first international partner to become the title sponsor of the competition.

David Jackson, VP of Brand at EA SPORTS, said: “LALIGA uniquely shares our vision of a fan-centric future of football, and this partnership gives us the opportunity to reshape the way fans interact with the game. “ By combining our expertise in building a globally diverse audience with LALIGA’s spirit of innovation, we will continually challenge each other, learn and grow together as partners.

“As we enter a new era with EA SPORTS FC, we are excited to see our LALIGA partnership come to life in so many ways, from audiovisual technology to entertainment innovation, from grassroots initiatives to digital communities—all with intent to bring football closer to the fans.”

This strategic alliance brings with it a disruptive way of watching football, breaking down the boundaries between the physical and the digital and creating a unique product that will reach a much wider audience.

The agreement will also be reflected in the naming of the First Division, which will be renamed “LALIGA EA SPORTS” and the Second Division, which will be renamed “LALIGA HYPERMOTION”, referring to the cutting-edge technology of EA SPORTS FC video game, the Based on motion capture and using high-resolution images to create more realistic gaming experiences.

However, the commitment of the two companies goes beyond a mere technological and audiovisual transformation, as both aim to continue to have a positive impact on society and inspire the world through football.

Other important partnerships for the 2023/24 season

This new era will bring further alliances, including the recently announced partnership with LEGENDS, The Home of Football presented by LALIGA, a space that brings together the largest collection of memorabilia in the history of the world

Located in Madrid, it is the first step in the LALIGA-LEGENDS alliance, which also includes UEFA. 600 memorabilia worn by players at official FIFA, UEFA, CONMEBOL and LALIGA competitions, among others, will be displayed in a 4,200 square meter building over seven floors and a LALIGA TwentyNine’s LEGENDS sports bar.

Fanatics, meanwhile, becomes the strategic partner with which LALIGA will launch its first online store, with the two companies entering into an omnichannel distribution and manufacturing agreement for the competitors’ products. E-commerce company LALIGA Store will be launched globally this summer ahead of the start of next season.

Fans can access a wide range of officially licensed LALIGA jerseys, training apparel and accessories, as well as those from most LALIGA clubs. The selection will be expanded over time to include clubs from both LALIGA divisions, making it the largest merchandising catalog of the competition.

A transformation on all levels
Many of the new features presented are part of LALIGA’s digital ecosystem.

In addition to aesthetic changes to the website, which will incorporate the new logo and corporate colors, this new era will also bring significant technological changes.

The LALIGA official app has been redesigned to offer a much more personalized user experience, in line with users’ personal preferences and containing relevant information about their favorite clubs. It now includes a new social video experience focused on NEAR LIVE content that is easier to share on social networks.

LALIGA FANTASY will also include a variety of new features to be announced on July 12th that will help improve the user experience.

From August 11th, a new way of viewing football on an audiovisual level will be presented, which will include a major change in the graphics package used in match broadcasts, including on-air ads, subtitles and scoreboards with a variety of new, more dynamic, and vivid graphics.

Camera use will also change, seeking new shots and angles that will bring fans even closer to EA SPORTS FC. These new features, integrated into game broadcasts, will show new perspectives and vantage points that, enriched with information, create a much more immersive viewing experience, more video game-like.

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