LaLiga: EA Sports to become title sponsor of the Spanish leagues from 2023-24 & €30m/year

EA Sports, a video game publisher belonging to the Electronic Arts group, has acquired, from LaLiga, the naming rights to the Spanish leagues "from the 2023-24 season" as part of a "multi-year partnership," announced LaLiga on 02/08/2022.

The deal includes the naming rights for the top two Spanish divisions, currently "LaLiga Santander" and "LaLiga SmartBank", as well as those for eLaLiga (esports league) and LaLiga Promises (U12 championship).

"The new agreement paves the way for new experiences, deeper in-game integrations, enhanced broadcast communications, and commitment to grassroots initiatives" and "will include a complete rebrand of LaLiga with EA Sports including all logos, graphics, fonts and other visual elements, while also delivering new in-game integration, broadcast highlights, and joint commitments to supporting grassroots initiatives," explained LaLiga.

The naming rights contract estimated to last five seasons (2023-2028) according to Spanish media, is valued at €30m per season, excluding fees related to the existing licensing agreement between the Spanish League and…