LaLiga, the organizer of Spanish soccer’s top two divisions, has announced a major rebrand as it prepares to enter its inaugural season with title sponsor EA Sports, the video game developer, in August.
During a preview of the rebrand in London last week, LaLiga’s managing director for the UK and Ireland Keegan Pierce told GlobalData Sport and other media that, while the league saw the start of its EA Sports’ title sponsorship agreement as an opportune time to launch its new logo and branding strategy, the organization “had been thinking about rebranding for three or four years.”
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Pierce said the two changes would herald a “new era” for the league that would see it look to cement its place in popular culture as a digital-forward, on-trend league.
The rebrand will see LaLiga’s logo lose the prominent multicolored wheel that has been featured on the organization’s insignia for 30 years to be replaced with a red double-L, representing LaLiga’s initials.
The league said the ‘LL’ symbol reflects two key moments experienced on and off the pitch – players celebrating a goal with a knee slide and fans celebrating a goal with their arms in the air.
The rebrand also includes a change in how its name is written, with LaLiga becoming LALIGA, printed as a singular word in capital letters.
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By GlobalDataThe league said the changes embody the evolution of LaLiga over the past 10 years, expanding its international reputation and presence through its LaLiga Global Network, which has seen representatives scattered around the world since its launch in 2017.
Ángel Fernández, head of global brand and strategy, said: “Over the past 10 years we have taken on the responsibility to inspire people through the positive values of our sport, something we consistently demonstrate through our clubs, our fans, and our entire ecosystem of competitions and related activities.
“The new brand is a symbol of this change, the representation of ‘the power of our fútbol’, with which we want to reaffirm the pride of being part of a competition that inspires us all and helps us to grow as people and as a society.”
The rebrand will be rolled out across all LaLiga’s assets and on the kits of the 42 clubs in the top-tier LaLiga and second-tier LaLiga 2 in time for LaLiga’s next image campaign, which will start in mid-June ahead of the 2023-24 season.
The rebrand also comes as LaLiga attempts to position itself to reach a younger audience, replacing the traditional image held by previous title sponsor Santander, the Spanish bank, with EA Sports.
EA Sports expanded its long-term partnership with LaLiga last August in a deal that will see the video game developer hold naming rights for all LaLiga competitions – including LaLiga and LaLiga 2, LaLiga Promises, the league’s annual youth tournament, and eLaLiga esports competition.
As part of the deal, LaLiga agreed to a complete rebrand to include EA Sports in its logos, graphics, fonts, and other visual elements.
The league said the new logo incorporating an EA Sports element will be announced at a later date.
In addition to the naming rights element, the partnership will feature technology, gameplay enhancements and development, and real-world football highlights, as well as grassroots initiatives to grow the game, which will include increasing accessibility and upgrading facilities.
