Spanish football league LaLiga has signed a long-term extension to its sponsorship agreement with video game developer EA Sports.
The brand has been part of the league’s global partner sponsorship tier since 2015 and the latest extension means the association will run until 2030. It is only a year since the two parties agreed a five-year renewal extending their tie-up until 2024.
While neither the league nor brand would comment on the value of the deal, sources say it is worth between €8m ($9m) and €10m per year for all marketing and licensing rights.
EA Sports will continue to have the right to use official LaLiga logos, clubs and players in its FIFA games. Forty of the 42 clubs in LaLiga’s two divisions are incorporated in the agreement, with FC Barcelona and Real Madrid holding separate contracts with EA Sports.
LaLiga and EA Sports were keen to expand their association and worked directly on the renewal, with the continued development of the football esports space at the heart of their joint goals.
LaLiga sees esports and gaming as a means to grow its fanbase – particularly outside Spain – with the FIFA series the most popular football game. A LaLiga team is selected in 25 per cent of all online FIFA matches and it can boast the largest fanbase amongst FIFA players of any football league.
The two organisations have already collaborated on LaLiga’s esports league, eLaLiga Santander, and the new deal includes a commitment to grow esports participation and support through the competition.
LaLiga president Javier Tebas said today (Wednesday): “We have built a collaborative partnership with EA Sports for more than 20 years that has seen both organisations become leading international brands.”
Cam Weber, executive vice-president and group general manager for EA Sports, added: “Our vision is to grow the love of sport through our games and services, and with strategic partnerships with iconic organisations like LaLiga, we’re uniquely positioned to deliver unrivalled authenticity and innovation in the years to come.”
EA Sports has supported LaLiga’s restart after its suspension due to the Covid-19 pandemic by providing virtual sound from its FIFA game, in a project called ‘Sounds of the Stand’.