LALIGA ushers in a new era with EA Sports as a strategic partner
LALIGA, backed by clubs and partners, has unveiled a profound transformation of its strategy, positioning, business, technology and audiovisual broadcasting.
Mumbai, July 5, 2023: LALIGA today ushered in a new era with Electronic Arts Inc., the league’s new strategic partner for the next five seasons, with a launch ceremony surrounded by clubs and strategic partners. This transformation includes major brand evolution, covering 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 past 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 that shows the league’s commitment to inspire and leave a positive impact on society, reconfirmed.
Javier Tebas, President of LALIGAsaid: “Today we are embarking on 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 creating better football for society and a better society for our football.”
The support of strategic partners and employees is and remains fundamental. LALIGA offers a unique product that makes it a major player in the industry. It is multi-targeted, reaching people of different ages and backgrounds; it is multi-engagement and can be used in different ways and with different intensity; and it is multicultural, thanks to its strong global presence.
LALIGA will continue its commitment to expand the global football ecosystem along with the global industry leaders it partners with, such as Microsoft, PUMA, Mahou San Miguel and BKT, while not losing sight of both regional and local partners and adapting to the needs of each market.
A strategic alliance that will revolutionize the football industry
The union of LALIGA and EA SPORTS is the culmination of a relationship that has been consolidated for the past 10 years, but is now moving to a new level; the leading games publisher becomes the first-ever international partner to be title sponsor of the competition.
david jackson, VP of Brand at EA SPORTS said, “LALIGA uniquely shares our vision for a fan-first future of football, and this partnership gives us the opportunity to reshape the way fans interact with the game. Combining our expertise in building a globally diverse audience with the innovation spirit of LALIGA, we will continuously challenge, learn and grow together as partners. As we enter a new era with EA SPORTS FC, we are excited to see our LALIGA partnership come to life in a variety of ways, from audiovisual technology to entertainment innovation, from grassroots initiatives to digital communities, all with the intent of bringing fans closer to football. to take.”
This strategic alliance brings a disruptive way of watching football, breaking 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 advanced technology used in the EA SPORTS FC motion capture video game that uses higher generation visuals to create more realistic gaming experiences.
However, the commitment of the two companies goes beyond just a technological and audiovisual transformation, as both companies strive to continue generating a positive impact on society and inspiring the world through football.
Other important partnerships for the 2023/24 season
This new era will bring other alliances, including the recently presented collaboration with LEGENDS, The Home of Football, presented by LALIGA, a space that brings together the largest collection of memorabilia in the history of world football. Based in Madrid, it is the first step in the alliance between LALIGA and LEGENDS, which also includes UEFA. 600 memorabilia worn by players in official FIFA, UEFA, CONMEBOL and LALIGA competitions, among others, are on display in a building with 4,200 square meters of floor space over seven floors and featuring a LALIGA TwentyNine’s LEGENDS sports bar.
Fanaticsmeanwhile becomes the strategic partner with which LALIGA will launch its first online store, with the two companies entering into an omnichannel distribution and manufacturing agreement for the competitor’s products. The e-commerce venture LALIGA Store will be launched globally this summer ahead of the start of the next season. Fans have access to a wide selection of officially licensed LALIGA jerseys, training wear and accessories, as well as from most LALIGA clubs. The roster will be expanded over time to include clubs from both LALIGA divisions, making it the largest merchandising catalog in the league.
A transformation on all levels
Many of the new features presented are part of the LALIGA digital ecosystem. In addition to aesthetic changes to the website, which will integrate the new logo and corporate colors, this new era will also usher in significant technological changes.
The official LALIGA app has been transformed to provide a significantly more personalized user experience, in line with users’ personal tastes and with relevant information about their favorite clubs. It now includes a new social video experience focused on NEAR LIVE content that is easier to share on social networks. LALIGA FANTASY is also getting a host of new features to be announced on July 12theand which will help improve the user experience.
From August 11, a new way of understanding football on an audiovisual level will be unveilede, with a complete change of the graphics package in match broadcasts, including on-air displays, the lower and scoreboards with a host of new, more dynamic and vibrant graphics. The use of cameras will also change, seeking new shots and angles that will bring fans even closer to EA SPORTS FC. These new features integrated into match broadcasts showcase new perspectives and angles that, enriched with information, create a much more immersive viewing experience more like the video game.
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