La Liga & EA Sports Announce 10-Year Deal Renewal

Jun 24, 2020

by Chris

Electronic Arts and Spanish LaLiga today announced a long-term partnership. The new deal will "continue the unrivaled authenticity to EA SPORTS FIFA players for the next 10 years".

EA and LaLiga just last year announced an extension of their partnership until 2024.

EA Extends LaLiga Deal Until At Least 2030

The economic terms of the EA Sports La Liga 10-year deal have not been disclosed. The renewal signed until 2024 would be worth more than ten million euros per season to LaLiga, according to Spanish sports marketing experts Palco23.

Press Release: Electronic Arts and LaLiga Announce 10-year Partnership Renewal

Under the partnership renewal, EA SPORTS will remain the exclusive Official Video Games Partner of LaLiga while the two organizations will expand their efforts to create world-leading football entertainment. This includes a joint commitment to grow fandom and esports participation through LaLiga’s official esports competition, eLaLiga Santander.

EA SPORTS FIFA 20 for console and PC is the most-played game in franchise history. Unique players have increased 10 percent year-over-year and daily active players reached an all-time engagement high. Fans are watching record volumes of EA SPORTS FIFA content as more than 12 billion minutes have been viewed on Twitch since launch--the equivalent of more than 133 million traditional football matches. The 260 percent year-over-year growth* in EA SPORTS FIFA content viewership was also fueled by the recent global EA SPORTS FIFA Stay and Play Cup that aired to millions in more than 100 countries.

“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. “Our joint commitment will enable both immediate impacts for the next EA SPORTS FIFA experience, and long-term opportunities to continue to strengthen LaLiga fan engagement over the next decade.”

“This renewal enables us to grow the reach and popularity of LaLiga to more and more fans around the world that play EA SPORTS FIFA every day,” said Javier Tebas, President of LaLiga. “We have built a collaborative partnership with EA SPORTS for more than 20 years that has seen both organizations become leading international brands. Our new agreement signifies our commitment to maintain this growth and create the best entertainment for football fans worldwide.”

The EA SPORTS FIFA and LaLiga partnership will help deliver the most authentic and comprehensive global football interactive experience in the world. Only in EA SPORTS FIFA can LaLiga’s millions of global fans represent their favorite clubs in interactive entertainment. Both organizations will continue to advance sports innovation, building upon recent successes such as LaLiga’s EA SPORTS Atmospheric Audio for LaLiga match broadcasts.

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).

Future details on EA SPORTS FIFA and eLaLiga Santander will be announced later.