On July 3, 2023, in Madrid, LALIGA kicked off a new era with Electronic Arts Inc., the competition’s new strategic partner for the next five seasons, with a launch ceremony surrounded by clubs and strategic partners. This transformation includes a major brand evolution, touching on strategy and positioning, but also extends to tangible changes in LALIGA’s audiovisual broadcasting and digital ecosystem.

LALIGA’s new direction reflects the growth it has experienced over the last decade to become the largest football ecosystem in the world. This global transformation began with the announcement of the brand’s new positioning and purpose under the slogan “The Power of our Fútbol,” a launch with which the competition reaffirms its commitment to inspire and leave a positive impact on society.

Javier Tebas, president of LALIGA, said: “Today we begin a new era that represents a revolutionary change for both Spanish football and the industry. 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.”

LALIGA will continue in its commitment to expanding the global football ecosystem together with the worldwide industry leaders with which it partners such as Microsoft, PUMA, Mahou San Miguel and BKT, all while not losing sight of both regional & local partners and adapting to the needs of each market.

A Strategic Alliance Set to Revolutionize the Football Industry

The union of LALIGA and EA SPORTS is the culmination of a relationship consolidated over the last 10 years, but which now moves on to a new level; the leading games publisher becomes the first ever international partner to be title sponsor of the competition.

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 also 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.

Other Key Partnerships for the 2023/24 Season

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. 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. The LALIGA Store ecommerce 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.

A Transformation at All Levels

Many of the new features presented form part of LALIGA’s digital ecosystem. Beyond aesthetic changes to the website, which will integrate the new logo and corporate colours, this new era will also usher in significant technological changes.

The official LALIGA App has been transformed to offer a significantly more personalized user experience. It now incorporates a new social video experience focused on NEAR LIVE content which can be shared more easily on social networks. LALIGA FANTASY will also see a host of new features that will be announced on July 12th, and which will help improve the user experience.

A new way of conceiving football on an audiovisual level will be unveiled from August 11th. 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. 

Nana Takahashi
Author: Nana Takahashi