LaLiga, the organizer of Spanish soccer’s top two divisions, has unveiled the new monikers its competitions will adopt as it prepares to enter its inaugural season with title sponsor EA Sports, the video game developer, in August.
The top-tier division will be named LaLiga EA Sports, while its second division will be renamed LaLiga Hypermotion in homage to the motion capture technology used by the developer for its Sports FC video game.
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The new league titles come as LaLiga attempts to position itself to reach a younger audience, replacing the traditional league image connected to previous title sponsor Santander, the Spanish bank, with EA Sports.
The announcement comes on the back of EA Sports expanding its long-term partnership with LaLiga last August in a deal that sees 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.
LaLiga president Javier Tebas said: “Today we begin a new era that represents a revolutionary change for both Spanish football and the industry. And we do so surrounded by clubs and strategic partners such as EA Sports, without whom none of this would have been possible.
“Together, we want to create a better football for society and a better society for our football.”
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By GlobalDataIn addition to the naming rights element, the partnership features technology, gameplay enhancements and development, and real-world soccer highlights, as well as grassroots initiatives to grow the game, which will include increasing accessibility and upgrading facilities.
As part of the deal, LaLiga agreed to a complete rebrand to include EA Sports in its logos, graphics, fonts, and other visual elements.
EA Sports vice president of brand David Jackson said: “LaLiga uniquely shares our vision for a fan-first future of football, and this partnership brings us the opportunity to reframe the way in which fans engage with the game.
“Combining our expertise in building globally diverse audiences with LaLiga’s spirit of innovation, we will continuously challenge each other, learn, and grow together as partners.
“As we enter a new era with EA Sports FC, we’re excited for our LaLiga partnership to come to life in a variety of ways, from audio-visual technology to entertainment innovation, from grassroots initiatives to digital communities, all with the intention of bringing fans closer to football.”
LaLiga also announced its LaLiga mobile app has been revamped to offer a much more personalized user experience, in line with users’ tastes and with relevant information about their preferred clubs.
It will also feature a new social video experience focused on near-live content, which can be shared more easily on social networks.
Last month, LaLiga announced a major rebrand that will see it 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 rebrand also includes a change in how its name is written, with LaLiga becoming LALIGA, printed as a singular word in capital letters.
The 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.
The rebrand is being 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 2023-24 season.
LaLiga also announced a deal last month with digital sports platform and e-commerce company Fanatics – that brand's first-ever partnership with a major European soccer league.
As part of a “wide-ranging” omnichannel retail and manufacturing partnership, the Spanish top-flight will launch its first official online shop.
The Official LaLigaStore will be launched globally ahead of the start of the new 2023-24 season.
Fans will have access to officially licensed shirts, training gear, and accessories from LaLiga, as well as from many of the league’s leading teams.
