A few weeks ago it was announced that LaLiga Santander would no longer be the name of the highest-level football competition in Spain, the First Division, once the 2022/2023 season was over. The agreement with Banco Santander, which followed BBVA as the first sponsor of the competition’s name, would expire after seven seasons of validity, leaving in the air which company would take over from 2023.
Brand He has already anticipated which will be the successor: EA Sports, which according to this information will sign an agreement for five seasons at a rate of 30 million euros per year in addition to the current 30 million as a sponsor, although COPE encrypts the agreement at 40 million per year. The resulting brand is not official, so ‘LaLiga EA Sports’ is not a definitive name, although it is expected, perhaps adding an ‘FC’ at the end. The name will apply to both the First and Second Divisions.
As of 2023/2024
The fact that this agreement is going to start in the 23/24 season has an additional meaning: it will be by then when another name also dies, that of FIFA as an EA franchise. From then on the saga will be called EA Sports FC. Hence the possibility that the definitive name is ‘LaLiga EA Sports FC’, including those last two letters.
That the dates are going to coincide underpins the idea that, once released from its connection with FIFA, the football video game franchise par excellence is going to redouble its presence and relevance in the real world as well.
In recent years, EA’s FIFA has blurred the barriers between that real world and what happens in their gameespecially in FUT mode, thanks to a multitude of agreements and marketing campaigns to feed both worlds.
An agreement that will give way to joint experiences and content, not just to name the competition
as it progresses Brandthis agreement shall not be limited to naming rightsbut it will give rise to experiences and launches around technology, digital, content, grassroots sports and brandingand in fact the change of nomenclature will come hand in hand with a renewal of the visual identity of the competition.
In recent years there has been a notable effort by LaLiga to establish itself as a technology company, both developing technological solutions internally and offering them to third parties. Joining the world’s largest soccer video game company is another small step in its commitment to digitization and globalization of national football.