WITH AN AGREEMENT OF 150 'KILOS'
The new sponsor that will give name to LaLiga from the 2023-24 season
Published:2/08/2022 - 13:35h
Updated:2/08/2022 - 13:35h
In search of greater economic benefits, LaLiga has reached an agreement with the video game developer EA Sports. The North American firm will sponsor the competition for five seasons
After giving to know that the bond with Santander would expire to the term of the course 2022-23, LaLiga has announced to the company that will sponsor the tournament in the following edition. It treats of the developer of video games Electronic Arts; more precisely, his skilled franchise in sportive digital entertainment, EA Sports, that besides will give name to the competition.
By means of this alliance, that will have a length of five years, the organisation with headquarters in California no only will do with the rights of the names of the First Division, but also with the ones of Second, LaLiga Promises and the eLiga of eSports. In accordance with the newspaper 'Mark', the North American signature will contribute near of some 30 million euros by season.
The figure supposes a significant increase regarding the sponsorship of Santander, that rose to 17 million euros, in an agreement that extends along seven courses and that will come to an end the next year. From the body chaired by Javier Thebes already there were negotiations in search of a greater profit, that finally has arrived with marries it developer of the FIFA.
The pact with EA Sports, that also will inherit the naming rights of his predecessor, has generated optimism in LaLiga, where expect a greater commercial growth of the tournament, attracting especially to the young public. Besides, by the nature of the company, there will be a special emphasis in the development of new technologies of digital entertainment and an important support to the basic sport.
EA Sports And his recent 'divorce' with the FIFA
The agreement will bring achieve a modification to the visual identity of LaLiga like mark and will look for that the viewer have a nearer experience. Besides, it arrives in a good moment for the company, that recently has broken his agreement with the FIFA and now will commercialise his video games under the denomination of EA Sports FC. The body rector of the world-wide football received some 150 million dollars by the use of his name in the video games and was asking an increase of 100 'kilos' more, a finally declined request.