From the 2023/24 season onwards, EA Sports will be LALIGA's official sponsor and the Spanish topflight has revealed why they decided to partner with the world-renowned game developer.
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LALIGA has rebranded and, with it, they are introducing a new main sponsor. What was previously known as LaLiga Santander will now be called LALIGA EA SPORTS. The two entities collaborate at a time when both are undergoing significant brand changes as the Canadian-based video game developers move away from their FIFA branding to embark on a solo venture.
As they make their voyage, they have seemingly taken advantage of the Spanish top division also creating a new look for itself and have perhaps seen them as the best means to market their new product on one of the leading sports brands in the world.
"Together they have created a strategic alliance that represents a historic milestone for LALIGA, as for the first time it has an international title sponsor, with global visibility, which will allow it to reinforce its presence among a younger audience," the league said in an official dossier.
"In turn, EA SPORTS leverages LALIGA and its ecosystem to impact a much larger target audience and reach even further, breaking down barriers. This alliance is not a mere sponsorship, but an agreement at the forefront of the global sports industry.
"A pact that is set to revolutionise the world of sport and esports, which will break down the barrier between the physical and the digital."
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Fans of LALIGA will have the chance to witness the league's new look in collaboration with EA Sports from the 12 August 2023, when the new season begins.
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