The video game company will contribute nearly 30 million euros per year by extending its current sponsorship.
A few weeks ago we learned of the end of the sponsorship agreement between LaLiga and Banco Santander at the end of the 2022-2023 season that is yet to begin. But possibly few of us thought that the replacement for the financial institution would be none other than EA Sports, which according to Marca will provide. around 30 million euros for naming rights by extending its sponsorship with the competition.
EA Sports to debut new soccer brand in 2023 after divorce with FIFA.Always according to the sports daily, the pact between the American firm and the maximum soccer competition in Spain will be valid for five years, and practically doubles the 17 million euros that until now gave Banco Santander. In addition, as we indicated at the beginning, the developers of FIFA 23 maintain their other sponsor agreements valued at another 30 million euros per season.
A few weeks ago the newspaper Expansión advanced the agreement, carried in absolute secrecy by Javier Tebas, president of the National League of Professional Football, betting on some of the big technology firms in the sector such as Amazon. Finally it was EA Sports who was behind an operation that, according to sources of the economic newspaper, is seen as a revolution.
More than just a name for LaLiga
In addition to an unspecified name change for LaLiga -including Primera División, Segunda División, Promises and Promises and eLiga-, the agreement includes an important facelift for the competition, incorporating all kinds of visual elements, such as logos, graphics and fonts that, we assume, will be in line with the image for its matches prepared from EA Sports for EA Sports FC. For the moment there is little more to tell in the absence of official confirmation, but Marca states that the agreement is based on five pillars, technology, digital, content, grassroots sport and branding.all with the idea of changing forever the way of interacting with the fan and consuming content, generating more synergies.
This agreement comes at a key moment for EA Sports, which will face in 2023 the end of its contractual relationship with FIFA after nearly 30 years of collaboration. But for now, it’s time to wait for FIFA 23, which yesterday presented news of the Career mode. The soccer simulator will come to PC, PS5, PS4, Xbox Series X|S, Xbox One, Stadia and, through a Legacy Edition, to Nintendo Switch this coming September 30.
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