EA Sports renews, expands deal with La Liga

Spain’s elite football competition La Liga has renewed and expanded its partnership with video game company EA Sports which involves in the company’s brand being represented on the socks of the leagues players.

The terms of the new deal stipulate that the company will remain a major La Liga partner until at least 2019 but will also see the EA Sports branding visible on the advertising straps located on the socks of players from 14 of La Liga’s 20 clubs.

The particular advertising opportunity was  made possible in 2014 when La Liga signed a deal with Chinese soccer accessories company Sockatyes, however, it was the Japanese video game publisher Konami that initially took advantage of the opportunity after signing on for the 2014/2015 season.

Their stint on the advertising straps hasn’t lasted long with the company who creates Pro Evolution Soccer, the major competitor with EA Sports’ FIFA football series, bumped after just one season – and by their biggest competitor.

EA Sports’ Business Affairs Manager Robert Wadsworth said that expanded partnership helps the game developer embed itself in one of the strongest elite football leagues in the world

“At EA Sports we are delighted to extend our partnership with La Liga, one of the most prestigious football leagues in the world,” he said.

“Our initiatives will enable us to create a deeper connection with the La Liga fan base and allow our Fifa franchise to continue delivering the most authentic and innovative experiences to all the players around the globe”.

EA Sports is already a major partner of La Liga club Real Madrid and holds current agreements with a number of La Liga clubs including FC Barcelona, Atletico Madrid and Valencia CF. It also owns the licence for the true likeness of the Liga BBVA on its flagship football game FIFA.

 

About author

Matt Tewhatu
Matt Tewhatu 155 posts

Matt is the editor of Digital Sport and Chief of Snack Media's rugby division and has a journalistic background both here in UK, Australia and in his native New Zealand. Follow him on Twitter @mtewhatu

You might also like

The seven essentials for achieving successful sports branding

By Daniela McVicker When it comes to sports, great branding is a must. Your brand influences how people see your company or team. It helps you to forge connections with

Live Chat: A New Social Experience in Sports

Article written by John S. Kim, CEO and co-founder of global API company SendBird Social media rose to prominence throughout the world due to its potential for connection. Social channels provided the

Snack Media’s Football Content Campaign’s Review: February

By Mike Constanti This series, in partnership with Snack Media, will look at the best football campaigns from advertising to social media on a monthly basis, as Digital Sport evaluates how