Video game publisher, Electronic Arts, has a announced a one-of-a-kind multi-year partnership with LaLiga, which allows both parties to deliver ground-breaking experiences for global football fans.

The deal, starting in the 2023/24 season, will include title naming rights for all LaLiga competitions on the renamed EA SPORTS FC, a complete rebrand of all LaLiga logos, graphics, fonts, and other visual elements, while also delivering new in-game integration, broadcast highlights, and joint commitments to supporting grassroots initiatives.

Additionally, the partnership will encompass LaLiga’s first and second divisions, annual youth tournament, LaLiga Promises and eLaLiga.

Commenting on the partnership, EA SPORTS FC vice president of brand, David Jackson, said: “EA SPORTS FC is committed to delivering the most authentic and immersive experiences in global football.”

“Our innovative new partnership with LaLiga further elevates that ambition and solidifies both organizations’ position at the centre of football culture.

“The visible reach and scale of this partnership is deeply exciting, as is the opportunity to deliver incredible experiences for fans through in-game innovation, interactive entertainment and grassroots initiatives,” he said.

LaLiga president, Javier Tebas, added: “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,” he said.

The news comes after FIFA and EA SPORTS announced FIFA 23 would be the last instalment of the franchise, marking the end of their near 30-year partnership.

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