LaLiga has just started a new era with Electronic Arts Inc. as the competition’s new strategic partnership for the next five seasons. The announcement featured a launch ceremony surrounded by clubs and other partners. This transformation includes a major evolution of the brand, encompassing strategy and positioning, but also extends to tangible changes to the league’s audio-visual broadcast and digital ecosystem.
LaLiga’s new direction reflects the growth the competition has experienced over the past decade, becoming the world’s largest football ecosystem and a global leader in digital strategy. This change began with the announcement of the brand’s new positioning and purpose, under the slogan “The Power of Our Football”, with which the competition reaffirms its commitment to inspire and cause a positive impact on society.
“Today, we begin a new era that represents a revolutionary change for both Spanish football and the industry. And we do it surrounded by clubs and strategic partners like 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”, says Javier Tebas, president of LaLiga.
The support of strategic partners has been and will continue to be fundamental for the Spanish league. LaLiga offers a unique product that makes it a key player in the industry. It is aimed at multiple audiences, as it reaches people of different ages and backgrounds; is engaged and can interact in different ways and with different intensities; and is multicultural, thanks to its strong global presence.
The sports association will remain committed to expanding the global football ecosystem together with industry leaders around the world such as Microsoft, PUMA, Mahou San Miguel and BKT, while not losing sight of regional and local partners, and adapting to the needs of each market.
strategic alliance
The merger of LaLiga with EA Sports is the culmination of a relationship consolidated over the last 10 years, but which now advances to a new level, with the main games publisher becoming the first international partner to be a master sponsor of the competition.
“LaLiga uniquely shares our vision of a fan-centric future of football, and this partnership offers us the opportunity to reshape the way fans engage with the game. Combining our expertise in building globally diverse audiences with LaLiga’s spirit of innovation, we will constantly challenge each other, learn and grow together as partners. We are excited about the life that our partnership with LaLiga will gain in many ways, from audiovisual technology to innovation in entertainment, from grassroots initiatives to digital communities, all with the intention of bringing football fans closer together”, reveals David Jackson, VP of Brand from EA Sports.
This strategic alliance brings with it a disruptive way of seeing football, breaking barriers between physical and digital and creating a unique product that will reach a much wider audience.
The agreement will also be reflected in the nomenclature 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. , with motion capture that uses high definition images to create more realistic gaming experiences.
Other partnerships for 2023/24
The new era will also bring other alliances to LaLiga, including the recently presented partnership with Legends, The Home of Football, a space that brings together the largest collection of memories in the history of world football. Located in Madrid, it is the first step in the alliance between LaLiga and Legends, of which UEFA is also a part. There are 600 pieces of memorabilia used by players in official competitions from FIFA, UEFA, Conmebol and LaLiga, among others, which are displayed in a building with 4.2 m² spread over seven floors and featuring a LaLiga TwentyNine’s Legends sports bar.
Fanatics, meanwhile, becomes the strategic partner with which the association will launch its first online store, with the two companies reaching a distribution and manufacturing agreement. omnichannel for competitive products.
The LaLiga Store e-commerce initiative will launch globally before the start of next season. Fans will be able to access a wide selection of officially licensed LaLiga jerseys, training apparel and accessories. The selection will expand over time to include clubs from both divisions, making it the competition’s largest catalog of licensed merchandise.
Transformation at all levels
Many of the new features presented are part of LaLiga’s digital ecosystem. In addition to the aesthetic changes to the website, which will integrate the new logo and corporate colors, this new era will also bring significant changes in the technological area.
The official app has undergone a transformation to offer a significantly more personalized user experience, according to personal tastes and relevant information about your favorite clubs. Now it incorporates a new content-focused social video experience near live, which can be shared more easily on social media. LaLiga Fantasy will also see a number of new features that will be announced on the next 12th.
A new way of conceiving football at the audiovisual level will be revealed from the 11th of August, featuring a large-scale change in the graphic package, in the transmissions of the matches, including on-air displays, lower screens and scoreboards with a series of new graphics, more dynamic and lively.
The use of cameras will also change, looking for new angles and perspectives to bring EA Sports FC fans even closer. These new features, integrated into match broadcasts, will present unprecedented perspectives and angles that, enriched with information, will create a much more immersive viewing experience, similar to a video game.
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