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EA Sports has announced a deal with LaLiga for EA Sports FC – the new name for its football series following the end of its partnership with FIFA.
As per a press release, EA Sports FC will partner with the Spanish football association for a “one of a kind, multi-year partnership”. The agreement will kick in during the 2023/2024 season. It’ll include “naming rights for all LaLiga competitions, a complete rebrand of LaLiga with EA Sports including all logos, graphics, fonts and other visual elements”. The deal will also see “new in-game integration, broadcast highlights and joint commitments to supporting grassroots initiatives.”
The partnership will cover both the first and second divisions of LaLiga. This includes well known teams like Real Madrid and Barcelona. It’ll also cover youth tournament LaLiga Promises and eLaLiga. Both parties promise fans will “experience the benefit through technology, gameplay enhancements and development, and real-world football highlights.”
The news comes at an interesting time, given EA has recently started the marketing push for FIFA 23. That game is set to arrive on September 30, but will be the last to bear the FIFA name. The first rumblings of a split between EA and FIFA came in February, following comments from CEO Andrew Wilson.
The split was made official in May as EA announced EA Sports FC. That’d be the new name for its football sim from next year. FIFA themselves meanwhile, say they’ll be partnering with a different developer to make new FIFA games. At the time of writing, however, they’ve still not revealed who’ll be taking the reins.
EA has said they’ll have more information on the EA Sports FC and LaLiga partnership in the coming months. Don’t expect it too soon, however, as EA won’t start talking about EA Sports FC properly until Summer 2023.