June 25 – Electronic Arts and LaLiga have extended their partnership in a 10-year deal that will keep EA Sports’ FIFA title as the league’s official and exclusive video games partner.
Both organisations emphasised the focus in the renewal will be expand efforts to grow fan bases and esports participation through LaLiga’s official esports competition, eLaLiga Santander.
“Our vision is to grow the love of sport through our games and services, and with strategic partnerships with iconic organizations like LaLiga, we’re uniquely positioned to deliver unrivaled authenticity and innovation in the years to come,” said Cam Weber, executive Vice president & group GM, EA Sports.
“Our joint commitment will enable both immediate impacts for the next EA Sports FIFA experience, and long-term opportunities to continue to strengthen LaLiga fan engagement over the next decade.”
La Liga’s return to league action has seen virtual images of stands and crowd noise produced by EA Sports incorporated into the broadcasts of live matches.
“This renewal enables us to grow the reach and popularity of LaLiga to more and more fans around the world that play EA Sports FIFA every day. We have built a collaborative partnership with EA Sports for more than 20 years that has seen both organisations become leading international brands. Our new agreement signifies our commitment to maintain this growth and create the best entertainment for football fans worldwide,” said LaLiga president Javier Tebas.
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