The video game company will call the championship in First from the 2023-24 season, replacing Banco Santander
The League will change its name from the 2023-24 season. The track that is about to go live will be the last under the commercial name Banco Santander, as the multinational video game company EA Sports will be the new sponsor of the championship due to an agreement where it will contribute between 30 and 40 million euros per year.
According to the newspaper Marca, the cooperation agreement between the employers of the Spanish clubs and the American company is for five years, until 2028, and the income from it doubles the approximately 17 million per season that Santander now contributes.
Formerly affiliated with the League, as well as many leading players in the Spanish Championship, Electronic Arts is a true benchmark in the video game industry, especially through its flagship product, FIFA. To a policy of growth through the acquisition of other companies, it has recently added a policy of rapprochement with the major European leagues with the aim of ensuring the exploitation of their licenses, especially because of their disagreements with FIFA that will lead to the company to separate its path from that of the highest body in world football, which gives its name to its most popular video game since 1993.
In addition to the tournament naming change, the agreement between LaLiga and EA will also revolutionize the competition’s image, with logos, graphics and other visual elements adapted to the new title sponsor.
With this, the objective of the body chaired by Javier Tebas is to reduce the distance in terms of income from sponsorship and marketing to the English Premier League, the great benchmark in this regard. Likewise, the rapprochement between real and virtual football is promoted, with the aim of bringing the sport of 11 against 11 to the young public.
Source: La Verdad
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