EA is losing the FIFA brand, but already knows how to advertise a successor

EA SPORTS embarks on a complete rebrand of La Liga

While the business activity linking the tech industry to the controversy is not surprising, there are hardly any partnerships as significant as this. Thanks to a multi-year deal between EA SPORTS and LaLiga, players and fans will see a complete rebrand of LaLiga starting in the 2023/2024 season.

The changes will affect the name, all logos, graphics, fonts and other visual elements. The cooperation will cover not only the first and second leagues of La Liga, but also LaLiga Promises (an annual youth league tournament) and eLaLiga. There are also statements of support for grassroots initiatives aimed at bringing tangible benefits to many football fans (for example, the modernization of sports facilities).

“EA SPORTS FC is committed to providing the most authentic and engaging football experience possible. Our innovative new partnership with La Liga further enhances these ambitions and cements both organizations’ positions at the center of football culture. The visible reach and scale of this partnership is incredibly exciting, as is the opportunity to deliver incredible experiences to fans through in-game innovation, interactive entertainment, and grassroots initiatives.” — David Jackson, VP Brand, EA SPORTS FC

EA SPORTS FC already has its first strong accent

More details on the partnership in question will be released in the coming months. It was mentioned that information about EA SPORTS FC products will be available in the summer of 2023. Mentioned, of course, is not accidental.

It has long been known that FIFA 23 will be the last installment of this famous series. EA has not decided to abandon such a profitable product, but has not reached an agreement with FIFA to renew the license, it intends to release games under the EA SPORTS FC banner.

There are not so many better places to advertise such a product, because we are talking about a sports game. La Liga is one of the two best and most popular football leagues in Europe, and every El Clasico match between Barcelona and Real Madrid draws the attention of millions of fans. Thus, at least in part, also players and customers who will systematically get used to the new name.

Source: EA

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