Sports Business : La Liga & EA Sports in 10 year deal extension

Spain’s football league LaLiga and EA Sports have agreed to a long-term extension of their partnership.

The 10-year deal announced on Wednesday means EA Sports’ FIFA series will remain the official video game partner of the Spanish League. EA Sports has more than 100 licenses to soccer leagues, including Major League Soccer in the United States and Canada, the English Premier League and Germany’s Bundesliga.

EA Sports has had a vital role in LaLiga’s return to the pitch by supplying fan audio during match broadcasts.

La Liga & EA Sports in 10 year deal

LaLiga has signed a long-term extension to its sponsorship agreement with video game developer EA Sports.

The brand has been part of the league’s global partner sponsorship tier since 2015 and the latest extension means the association will run until 2030. It is only a year since the two parties agreed a five-year renewal extending their tie-up until 2024.

According to Sports Business, while neither the league nor brand is ready to  comment on the value of the deal, sources say it is worth between $9m to $10m per annum for all marketing and licensing rights.

“Our vision is to grow the love of sport through our games and services, and with strategic partnerships with iconic organizations like LaLiga, we’re uniquely positioned to deliver unrivaled authenticity and innovation in the years to come,” said Cam Weber, Executive Vice President & Group GM, EA SPORTS.

LaLiga continues to fuel significant player engagement across the EA SPORTS FIFA franchise. LaLiga is one of the most popular leagues selected in online play, has the biggest in-game fanbase across 70 nations worldwide and LaLiga clubs were used in more than one billion matches. FUT fans will continue to engage with unique LaLiga in-season content only found in EA SPORTS FIFA including Team of the Week (TOTW), Player of the Month (POTM) and Team of the Year (TOTY).