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EA Sports and LaLiga entered a branding partnership with €30 mln yearly payment

Electronic Arts and Spanish football division LaLiga announced a "one of a kind, multi-year partnership." The companies will support each other's trademarks and starting from 2023/2024, the football season will be rebranded as LaLiga EA Sports.

According to the Spanish website Marca, EA will pay €30 million per year to have the title-naming rights for all LaLiga competitions. At the same time, the football organization seeks new ways of reaching out to fans with new technologies and approaches.

EA Sports represents the cutting edge of interactive football experiences while LaLiga is at the forefront of actual football competitions with unmatched in-person, broadcast and digital fan experiences. We have been strategic partners with EA Sports for years and this expanded agreement is a commitment to providing the next level of innovation to all football fans, a fusion between the virtual and real worlds of football.

Javier Tebas, President, LaLiga
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In May, EA parted ways with its 30-year partner, FIFA. Reportedly, the association wanted to double its profit from EA partnership up to almost a billion per year. Starting from the next season, the famous football simulator will be renamed as EA Sports FC and will renew its licensing with existing leagues, including exclusive partnerships with the Premier League, Bundesliga, Serie A, and others.

Source: LaLiga.com
Source: www.marca.com

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