LALIGA enters a new era with EA SPORTS™ as a strategic partner

LALIGA, supported by clubs and partners, has unveiled a profound transformation in terms of its strategy, positioning, business, technology, and audiovisual broadcasting.

Today, LALIGA enters a new era in collaboration with its strategic partner for the next five seasons, Electronic Arts Inc. And it has done so, surrounded by clubs and strategic partners. They have all witnessed the transformation that the institution has undergone in recent years and has now reached its maturity. This transformation includes a major evolution in terms of the brand, which encompasses its strategy and positioning, but will also be reflected in tangible aspects such as audiovisual broadcasting or LALIGA's digital ecosystem.

The new direction that LALIGA is taking reflects the growth it has experienced over the past decade, making it the largest football ecosystem in the world.

This global transformation began with the announcement of the new brand positioning and purpose, with the slogan "La Fuerza de nuestro fútbol" (The Strength of our football). This launch allows the competition to reaffirm its commitment to inspire and have a positive impact on society.

Javier Tebas, President of LALIGA, highlighted, "Today, we embark on a new era that will bring about a revolutionary change for Spanish football and the industry as a whole. 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 aim to offer better football to society and a better society to our football."

The support of our strategic partners has been crucial throughout these years and will continue to be in the future. For them, LALIGA offers a product with an idiosyncrasy that makes it a key player in the industry: it is multi-generational, reaching people of different ages and backgrounds; it is multifaceted, providing various forms of interaction and intensity; and it is multicultural, thanks to its global presence.

Thus, LALIGA will continue to expand the global football ecosystem alongside industry leaders in various sectors, such as current global partners like Microsoft, PUMA, Mahou San Miguel, and BKT. However, it will not overlook regional and local partners, adapting to the specific needs of each territory. In Spain, for example, El Corte Inglés, Allianz, Nissan, Solán de Cabras, Burger King, and Vivo will accompany LALIGA in the upcoming season.

A strategic alliance poised to revolutionize the football industry

The union of LALIGA and EA SPORTS also reaches its pinnacle of maturity in this new era. It stems from a relationship that has been solidified over the past 10 years but now takes flight. The two entities embark on a new chapter where the video game publisher becomes the title sponsor of the competition, becoming the first international sponsor to hold this position.

David Jackson, Vice President of EA SPORTS, stated, "LALIGA uniquely shares our vision of a fan-centric future of football, and this partnership provides us with an opportunity to reimagine how fans engage with the game. By combining our expertise in creating globally diverse audiences with LALIGA's innovative spirit, we will continuously challenge ourselves, learn, and grow together as partners. As we enter a new era with EA SPORTS FC, we are excited to see our partnership with LALIGA come to life in various ways, ranging from audiovisual technology to entertainment innovation, grassroots initiatives to digital communities, all with the aim of bringing fans closer to football."

This strategic alliance gives rise to a disruptive way of conceiving football, breaking down the barriers between the physical and digital realms and creating a unique product that will reach a much wider audience.

This agreement will also result in a name change for the First Division, which will now be called "LALIGA EA SPORTS," and for the Second Division, which will be named "LALIGA HYPERMOTION," referring to the renowned technology used in the EA SPORTS FC video game, based on motion capture that provides cutting-edge visuals to create more realistic gaming experiences.

However, the commitment of both companies goes beyond this technological and audiovisual transformation, as they aim to continue making a positive impact on society, inspiring the world through football.

Other key partnerships for the 23/24 season

The new era will be marked by other alliances, such as the recently announced partnership with LEGENDS. Alongside LEGENDS, LALIGA has inaugurated "LEGENDS, The Home of Football," presented by LALIGA, the space that brings together the largest collection of world football history. It is located in Madrid and serves as the first step of the alliance between LALIGA and LEGENDS, with UEFA also joining in this case.

In total, 600 relics worn by players in official competitions of FIFA, UEFA, Conmebol, LALIGA, and many others are on display in a 4,200-square-meter, 7-floor building, culminating in a LALIGA TwentyNine's LEGENDS sports bar.

Meanwhile, Fanatics has become a strategic partner with whom LALIGA will launch its first online store. The two companies have reached an agreement for omnichannel manufacturing and distribution of competition products. This online store, LALIGA Store, will be launched globally this summer, prior to the start of the next season. Fans will be able to find a wide selection of officially licensed LALIGA jerseys, training apparel, and accessories, as well as merchandise from most LaLiga teams.

The offering will gradually expand to include clubs from both categories of LALIGA, making it the largest catalog of competition merchandise.

A transformation at all levels

Among the presented innovations are those that are part of LALIGA's digital ecosystem. Beyond the visual changes to the website, which adapts to the new logo and corporate colors, there will also be a significant technological transformation.

The official LALIGA app is being revamped to offer a much more personalized user experience, tailored to their preferences and providing relevant information based on their favorite club. Additionally, it incorporates a new social video experience focused on NEAR LIVE content, which can be easily shared on social media. LALIGA FANTASY will also undergo modifications that will be revealed starting from July 12th, aimed at enhancing the user experience.

In terms of audiovisual aspects, starting from August 11th, a new approach to football will be unveiled, with a complete graphic redesign of match broadcasts. This will include changes to the live coverage, on-screen elements, and score displays, introducing new graphics that are more dynamic and lively. The use of each camera will also be altered, seeking new angles to bring fans even closer to the EA SPORTS FC experience.

The overall goal of these innovations in broadcasting is to provide new perspectives and angles, enriched with information, to create a more immersive viewing experience that resembles the world of video games.