EA Sports has reportedly signed a naming deal for Spain’s La Liga.
EA has already pushed its EA Sports branding with a sponsorship deal with England’s Premier League. Since 2016, EA Sports has appeared in on-screen branding, on player awards and on referees’ kits.
The new sponsorship deal will arrive at a key time for Electronic Arts’ brand development, with 2023 set to see the arrival of EA Sports’ first football game since breaking away from the FIFA brand., ending a near-30-year relationship with the footballing body. The company insists that despite losing the FIFA brand, its games will not change that much. Thanks to over 300 licensing deals, “the same great experiences, modes, leagues, tournaments, clubs and athletes” will be included in EA Sports FC, it said in May.Every new addition has been broken down, from machine learning to free kicks
In its own statement, FIFA said that the split from EA will allow it to launch new football video games developed with third-party studios and publishers, “providing more choice for football and gaming fans”. According to the footballing body, discussions are currently ongoing with “leading game publishers, media companies and investors” in regard to the development of a new FIFA simulation football game for 2024, which would directly compete with EA Sports FC.
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