La liga to change name following new sponsorship deal
After seven seasons as LaLiga Santander, La Liga will adopt a new moniker this year after losing sponsor Santander.
According to Sport and Marca, the league has reached an agreement with EA Sports for the next five years. Previously, the league received about €17 million annually in name rights payments from the Spanish bank Santander.
On the actual amount LaLiga will make, there is considerable debate. Sport claims it might be worth up to €40 million, while Marca estimates €30 million annually.
This also represents a change in the cooperation strategy. LaLiga will see a rise in revenue in addition to working with a recognized brand in the gaming sector.
In return, EA Sports will have their brand attached to the eSports league, as well as the Primera, Segunda, and Promises categories.
EA Sports, well known in Europe for developing the well-liked football game FIFA, recently severed relations with the game’s licensing agreement and will now refer to it as EA Sports FC.