La Liga has changed its name and logo as part of major sponsorship deal
La Liga has changed its name and logo ahead of the 2023/24 season.
The Spanish top flight was previously known as La Liga Santander as part of a seven-season sponsorship with the bank but it was revealed in July 2022 that the deal would not be renewed once it expires.
Instead, gaming giants EA Sports have swooped in to pen a €30 million-a-year deal which will run until the end of the 2027/28 campaign.
'La Liga EA Sports' will be the new name going forward for the top tier, with the second division given the name 'La Liga Hypermotion' - as a nod to the technology used in their games.
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The contract also includes the LaLiga esports series and the LaLiga Promises youth competition.
A new logo has also been revealed, complete with the classic EA Sports emblem. In addition, visually there will be a host of changes and new and improved graphics as well as broadcast angles have been promised.
“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,” La Liga president Javier Tebas said.
“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."
🚨 𝗢𝗙𝗙𝗜𝗖𝗜𝗔𝗟: "La Liga EA Sports.” is the new name of the Spanish 1st division.
— Football Journal (@ftjournal_) July 4, 2023
(Source: @LaLiga) pic.twitter.com/8cKsbnFRsk
EA Sports’ David Jackson added: “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."
EA Sports is no longer affiliated with FIFA after it ended its 30-year partnership. It means next year's game will effectively be a replacement and called 'EA Sports FC'.
Crucially, key licences have been retained ahead of what is being called "an exciting era" by EA.
Josh Lawless