The Spanish La Liga today kicked off a new era with Electronic Arts Inc., the competition’s new strategic partner for the next five seasons.
The partnership includes a major brand evolution, touching on strategy and positioning, but also extending to tangible changes in LaLiga’s audiovisual broadcasting and digital ecosystem.
La Liga’s new direction reflects the growth it has experienced over the last decade to become one of the largest football ecosystems in the world.
“Today we begin a new era that represents a revolutionary change for both Spanish football and the industry,” said Javier Tebas, President of La Liga. “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 want to create a better football for society and a better society for our football.”
“The support of strategic partners and associates has been and will continue to be fundamental. LaLiga offers a unique product that makes it a key player in the industry. It is multi-target since it reaches people of different ages and backgrounds; it is multi-engagement, and can be interacted with in different ways and with different intensity; and it is multicultural, thanks to its strong global presence.”
The union of La Liga and EA SPORTS is the culmination of a relationship consolidated over the last 10 years, but which now moves on to a new level with the leading games publisher becoming the first ever international partner to be the title sponsor of the competition.
EA Sports ended its partnership with FIFA and the game that bore its name at the end of last season.
“LaLiga uniquely shares our vision for a fan-first future of football, and this partnership brings us the opportunity to reframe the way in which fans engage with the game,” said David Jackson of EA Sports.
“Combining our expertise in building globally diverse audiences with LALIGA’s spirit of innovation, we will continuously challenge each other, learn, and grow together as partners.”
“As we enter a new era with EA SPORTS FC, we’re excited for our LALIGA partnership to come to life in a variety of ways, from audio-visual technology to entertainment innovation, from grassroots initiatives to digital communities, all with the intention of bringing fans closer to football.”
“This strategic alliance brings with it a disruptive way of viewing football, breaking down barriers between the physical and the digital, and creating a unique product that will reach a much wider audience.”
The agreement will be reflected in the naming of the First Division, which will be renamed “LALIGA EA SPORTS,” and the Second Division, which will be renamed “LALIGA HYPERMOTION,” referring to the cutting-edge technology used in the EA SPORTS FC video game based on motion capture that uses high generation images to create more realistic game experiences.
The two companies’ commitment goes beyond a simple technological and audiovisual transformation, however, as both aim to continue generating a positive impact on society and inspiring the world through football.
This new era will bring with it other alliances, including the recently presented partnership with LEGENDS, The Home of Football, presented by LALIGA, a space that brings together the largest memorabilia collection in the history of world football.
Located in Madrid, it is the first step in the alliance between LALIGA and LEGENDS, of which UEFA is also a part. 600 pieces of memorabilia worn by players in official FIFA, UEFA, CONMEBOL and LALIGA competitions, among others, are displayed in a building with 4,200 square metres of floor space spread across seven floors and featuring a LALIGA TwentyNine’s LEGENDS sports bar.
Fanatics, meanwhile, becomes the strategic partner with which LALIGA will launch its first online store, with the two companies reaching an omnichannel distribution and manufacturing agreement for the competition’s products. The LALIGA Store e-commerce venture will be launched globally this summer before the start of next season. Fans will be able to access a wide selection of officially licensed LALIGA jerseys, training apparel and accessories, as well as of most LALIGA clubs. The selection will be expanded over time to include clubs from both LALIGA divisions, making it the competition’s largest merchandising catalogue.
A new way of conceiving football on an audiovisual level will be unveiled on August 11th, featuring a full-scale change of the graphics package in match broadcasts including on-air displays and scoreboards with a host of new, more dynamic, and lively graphics.
The use of cameras will also change, looking for new shots and angles that will bring fans even closer to EA SPORTS FC. These new features integrated into match broadcasts will showcase new perspectives and angles that, enriched with information, create a much more immersive viewing experience that more closely resembles the video game.”
Sport for Business Perspective:
EA Sports was never going to walk away from football and this will now pitch it firmly against the new FIFA game. More so, this new partnership will blur the lines between gaming which appeals to a particular more youthful audience, and the traditional way in which football has been broadcast.
It promises to be something of a ride over the coming years, putting it up to FIFA, UEFA, and the Premier League. It may also present opportunities for other leagues to become involved. EA Sports already has a partnership with the League of Ireland that has just become more interesting.
