LALIGA has embarked on a new era hand in hand with its strategic partner for the next five seasons, Electronic Arts Inc. And it has done so with a grand presentation surrounded by clubs and strategic partners. They have all witnessed the transformation that the institution has been undergoing in recent years, which has now reached its maturity. This transformation includes a significant evolution in terms of branding, which relates to its strategy and positioning, but will also be reflected in tangible aspects such as audiovisual broadcasting or LALIGA's digital ecosystem.
The new direction LALIGA is taking reflects the growth it has experienced over the past decade, becoming the largest football ecosystem in the world. This global transformation began with the announcement of a new brand positioning and purpose under the motto "The Strength of our Football," a launch that reaffirms the competition's commitment to inspiring and making a positive impact on society.
Javier Tebas, president of LALIGA, emphasized: "We are starting a new era that will bring about a revolutionary change for Spanish football and the industry as a whole. And we are doing it surrounded by clubs and strategic partners like EA SPORTS, without whom none of this would have been possible. Together, we want to offer better football for society and a better society for our football."
The support of our strategic partners has been crucial over the years and will continue to be so from now on. For all of them, LALIGA offers a product with an idiosyncrasy that makes it a key player in the industry: it is multitargeted, reaching people of different ages and backgrounds; it is multiengaging, as it can be interacted with in various ways and with different levels of intensity; and it is multicultural, thanks to its global presence.
Therefore, LALIGA will continue to expand the global football ecosystem in partnership with leaders in the industries it ventures into, such as current global partners like Microsoft, PUMA, Mahou San Miguel, or BKT, while also keeping an eye on regional and local partners, adapting to the needs of each territory. In the case of Spain, El Corte Inglés, Allianz, Nissan, Solán de Cabras, Burger King, and vivo will accompany LALIGA next season.
A strategic alliance set to revolutionize the football industry.
The partnership between LALIGA and EA SPORTS has now reached its peak maturity in this new era. It has been a relationship that has been consolidated over the past 10 years, but now it is taking off. Both entities enter a new phase where the leading video game publisher becomes the title sponsor of the competition, becoming the first international sponsor to hold this position.
David Jackson, Vice President of Brand at EA SPORTS, stated: "LALIGA uniquely shares our vision of a fan-centered future of football, and this partnership gives us the opportunity to redefine how fans engage with the game. Combining our experience in creating globally diverse audiences with the innovative spirit of LALIGA, we will continuously challenge, learn, and grow together as partners. As we enter a new era with EA SPORTS FC, we are excited for our partnership with LALIGA to come to life in various ways, from audiovisual technology to entertainment innovation, from grassroots initiatives to digital communities, all with the intention of bringing fans closer to football."
This strategic alliance brings forth a disruptive way of conceiving football, breaking down the barriers between the physical and digital realms, creating a unique product that will reach a much broader audience.
This agreement will also be reflected in the nomenclature of the First Division, which will be renamed "LALIGA EA SPORTS," and the Second Division, which will be called "LALIGA HYPERMOTION," referring to the renowned technology used by the EA SPORTS FC video game, based on motion capture that provides cutting-edge images to generate more realistic experiences in the game.
But the commitment of both companies goes beyond this technological and audiovisual transformation, as both 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 come with other alliances, such as the recently announced one with LEGENDS. Alongside them, LALIGA has inaugurated LEGENDS, The Home of Football, presented by LALIGA, the space that brings together the largest collection in the history of world football. Located in Madrid, it is the first step of the alliance between LALIGA and LEGENDS, joined in this case by UEFA.
In total, 600 relics carried by players in official competitions of FIFA, UEFA, Conmebol, LALIGA, and many more, are displayed in a 4,200 square meter, 7-story building, culminating in a Sports bar called LALIGA TwentyNine's LEGENDS.
On the other hand, Fanatics has become a strategic partner with whom LALIGA will launch its first online store. Both companies have reached an agreement for manufacturing and omnichannel distribution of competition products. It will be an e-commerce platform, LALIGA Store, which 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 wear, and accessories, as well as merchandise from most of the LALIGA teams.
The offering will expand over time to include clubs from both categories of LALIGA, becoming the largest catalog of competition merchandise.
A transformation at all levels
Among the presented novelties are those that are part of the digital ecosystem of LALIGA. Beyond the visual change of the website, adapting to the new logo and corporate colors, there will be a significant technological change.
The official LALIGA App is being transformed to offer a much more personalized user experience, tailored to their preferences and providing relevant information based on their preferred club. It also incorporates a new social video experience focused on NEAR LIVE, making it easier to share on social media. LALIGA FANTASY will also undergo modifications, to be revealed starting July 12th, aimed at enhancing the user experience.
Furthermore, on the audiovisual side, starting from August 11th, a new way of conceiving football will be unveiled, with a complete overhaul of the graphical package in match broadcasts, affecting elements such as on-air visuals, lower thirds, and the scoreboard, featuring new graphics that will make them more dynamic and vibrant. The use of each camera will also change, seeking new angles that bring fans even closer to EA SPORTS FC.
The overall objective of the innovations implemented in the broadcast is to showcase new perspectives and angles that, enriched with information, result in a much more immersive viewing experience, resembling the video game.
About LALIGA
LALIGA is the largest football ecosystem in the world. It is a privately owned sports association, consisting of the 20 Clubs/SADs of LALIGA EA SPORTS and the 22 of LALIGA HYPERMOTION, responsible for organizing professional football competitions at the national level. It has over 200 million followers on social media globally, across 16 platforms and 20 different languages. LALIGA has the widest international network of all sports properties, present in 41 countries through 11 offices, with its headquarters in Madrid, Spain. The association carries out its social action through the LALIGA Foundation and is the first professional football league in the world to have a competition for players with intellectual disabilities: LALIGA Genuine.
About Electronic Arts
Electronic Arts (NASDAQ: EA) is a global leader in interactive digital entertainment. The company develops and delivers games, content, and online services for internet-connected consoles, mobile devices, and personal computers.
In fiscal year 2022, EA generated GAAP net revenues of approximately $7 billion. Headquartered in Redwood City, California, EA is recognized for a portfolio of high-quality brands acclaimed by critics, such as EA SPORTS FC™, Battlefield™, Apex Legends™, The Sims™, Madden NFL, Need for Speed™, Titanfall™, Plants vs. Zombies™, and F1®. Learn more about EA at www.ea.com/news.
EA, EA SPORTS, EA SPORTS FC, the EA SPORTS logo, Battlefield, Apex Legends, The Sims, Need for Speed, Titanfall, and Plants vs. Zombies are trademarks of Electronic Arts Inc. John Madden, NFL, and F1 are the property of their respective owners and are used with permission. All rights reserved.
