EA Sports and LaLiga extend their partnership

25 June 2020

Electronic Arts and LaLiga announced the renewal of their partnership that will see EA Sports remain the exclusive Official Video Games Partner of LaLiga Santander for the next 10 years, with the two organizations expanding their efforts to create world-leading football entertainment, which includes a joint commitment to grow fandom and eSports participation through LaLiga’s official eSports competition: eLaLiga Santander.

This new agreement, which will see both organizations continue to advance sports innovation, building upon recent successes such as LaLiga’s EA Sports Atmospheric Audio for LaLiga match broadcasts, comes at a time when people are playing and watching EA Sports FIFA more than ever. 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 FIFA-related content, with more than 12 billion minutes viewed on Twitch since launch, which is the equivalent of more than 133 million IRL football games. Moreover, the 260 percent year-over-year growth in content viewership is also linked to the success of the EA Sports FIFA Stay and Play Cup, that reached millions of people 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.”

Credit Photo: La Liga