LALIGA Launches A New Era With EA Sports As Strategic Partner
LALIGA has kicked off a new era with Electronic Arts Inc., the competition’s new strategic partner for the next five seasons, with a launch ceremony in Madrid surrounded by clubs and strategic partners.
The Spanish league’s new direction reflects the growth it has experienced over the last decade to become the largest football ecosystem in the world.
This global transformation began with the announcement of the brand’s new positioning and purpose under the slogan “The Power of our Fútbol”
Speaking of the league’s new identity, Javier Tebas, president of LALIGA, 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.”
A strategic alliance set to revolutionise the football industry
EA SPORTS becomes the first ever international partner to be title sponsor of the competition.
David Jackson, VP of Brand at EA SPORTS, said: “LALIGA uniquely share 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.”
This strategic alliance brings with it a disruptive way of viewing football, breaking down barriers between the physical and the digital, and creating a unique product that will reach a much wider audience.
The agreement will also be reflected in the naming of the First Division, which will be renamed “LALIGA EA SPORTS,” and the Second Division, which will be renamed “LALIGA HYPERMOTION,” referring to the cutting-edge technology used in the EA SPORTS FC video game based on motion capture that uses high generation images to create more realistic game experiences.
A transformation at all levels
Many of the new features presented form part of LALIGA’s digital ecosystem. Beyond aesthetic changes to the website, which will integrate the new logo and corporate colours, this new era will also usher in significant technological changes.
The official LALIGA App has been transformed to offer a significantly more personalised user experience, in line with users’ personal tastes and with relevant information around their preferred clubs.
It now incorporates a new social video experience focused on NEAR LIVE content which can be shared more easily on social networks. LALIGA FANTASY will also see a host of new features that will be announced on July 12th, and which will help improve the user experience.
A new way of conceiving football on an audiovisual level will be unveiled from 11th August, featuring a full-scale change of the graphics package in match broadcasts including on-air displays, the lower, and scoreboards with a host of new, more dynamic, and lively graphics.
The use of cameras will also change, looking for new shots and angles that will bring fans even closer to EA SPORTS FC. These new features integrated into match broadcasts will showcase new perspectives and angles that, enriched with information, create a much more immersive viewing experience that more closely resembles the video game.
