EA Sports to become title sponsor of Spanish league from 2023-24

AP , Tuesday 2 Aug 2022

The league said on Tuesday the videogaming company will replace Spain-based bank Santander, which is entering its final season as the main sponsor of the second-richest European domestic league.

LaLiga
File Photo: Barcelona s Gabonese midfielder Pierre-Emerick Aubameyang shoots the ball during the Spanish league football match between Valencia CF and FC Barcelona at the Mestalla stadium in Valencia on February 20, 2022. AFP

 

The league and EA Sports signed a multi-year contract, though further details on the deal were not immediately released.

The Spanish sports daily Marca said EA Sports will pay 30 million euros ($30.7 million) a season to the Spanish league in the rebranding agreement that includes the first and second divisions and other league-related competitions, including for youth squads and e-sports.

New logos and audiovisual features will be put in place when the new deal kicks off in 2023.

``The agreement paves the way for new experiences, deeper in-game integrations, enhanced broadcast communications, and commitment to grassroots initiatives,'' the league said in a statement. ``In addition to the naming rights partnership, fans will experience the benefit through technology, gameplay enhancements and development, and real-world football highlights.''

Spanish league executive director Oscar Mayo said the partnership ``is set to truly transform the way football is enjoyed around the world`` and show the league is ``a global brand.``

It will be the first time the league, which continues its push to increase its global reach and get closer to the English Premier League, will have an international title sponsor.

It announced a few weeks ago that it was ending its partnership with Santander, which replaced fellow Spanish bank BBVA in 2016.

The agreement with the league comes after EA Sports announced in May that it was ending its relationship with FIFA and changed the name of its best-selling soccer video game to EA Sports FC.

The Spanish league begins on Aug. 12.

(For more sports news and updates, follow Ahram Online Sports on Twitter at @AO_Sports and on Facebook at AhramOnlineSports.)

 
 
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