LaLiga a new era begins with its strategic partner for the next five seasons, Electronic Arts Inc. And she does it with a coming-out in which she has been surrounded by clubs and strategic partners. All of them have witnessed the transformation that the institution has been undergoing in recent years and that this Monday, July 3, has reached its maturity. That transformation includes a great evolution at the brand levelwhich has to do with its strategy and positioning, but which will also be reflected in something as tangible as the audiovisual broadcast or the digital ecosystem of LaLiga.
The new direction that LaLiga is embarking on reflects the growth it has experienced in the last decade, until it became the largest soccer ecosystem in the world. This global transformation began with the announcement of the new brand positioning and purpose under the banner ‘The strength of our football’, a launch with which the competition reaffirms its commitment to inspire and leave a positive impact on society.
The president of La Liga, Javier Tebasstressed that “today we are beginning a new era that will mean a revolutionary change both for Spanish football and for 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 offer a better football for society and a better society for our football“.
LaLiga continues to rely on the support of its strategic partners, to whom it offers a product with an idiosyncrasy that makes it a key player in the industry: it is multitarget, since it reaches people of different ages or origins; is multiengament, since you can interact with it in various ways and with different intensity; forks multiculturalthanks to its large global presence.
Thus, LaLiga will continue to bet on expanding the world football ecosystem hand in hand with the leaders of the industries in which it is entering, as is currently the case with global partners such as Microsoft, Puma, Mahou San Miguel or BKT, but without losing view to regional and local partners, adapting to the needs of each territory. In the case of Spain, it is El Corte Inglés, Allianz, Nissan, Solán de Cabras, Burger King and Vivo that will accompany LaLiga next season.
Strategic alliance called to revolutionize the soccer industry
The union of LaLiga and EA Sports also reaches its peak of maturity. And it does so from a relationship that has been consolidated in the last ten years, but which is now catapulting. Both start a new stage in which the publisher video game leader becomes title sponsor of the competition, being the first international sponsor to occupy this position.
David Jacksonvice president of brand at EA Sport, has stated that “LaLiga uniquely shares our vision of a fan-focused future of football, and this partnership gives us an opportunity to rethink the way fans engage with the game. Combining our experience in building globally diverse audiences with the innovative spirit of LaLiga, we will continually challenge ourselves, learn and grow together as partners. As we enter a new era with EA Sports FC, we are excited to see our partnership with LaLiga come to life in a variety of ways, from audiovisual technology to entertainment innovation, from grassroots initiatives to digital communities, all with the intent to bring football fans closer”.
From this strategic alliance comes a disruptive way of conceiving football, the barriers between the physical and the digital are brokencreating a unique product that will reach a much wider audience.
Competitions change names
This agreement will also be reflected in the nomenclature of the First Division, which will be renamed LaLiga EA Sportsand in the Second Division, which will be called LaLiga Hypermotionreferring to the renowned technology used by the EA Sports FC video game, based on motion capture that offers next-generation images to generate more realistic in-game experiences.
But the commitment of the two companies transcends that technological and audiovisual transformationsince both aim to continue generating a positive impact on society, which allows them to inspire the world through football.
Other key partnerships for the 2023/24 season
The new era will come with other alliances, such as the one recently presented with Legends. Together with them, LALIGA has inaugurated Legends, The Home of Football, presented by LaLiga, the space that brings together the largest collection in the history of world football. It is located in Madrid and is the first step in the alliance between LaLIga and Legends, to which UEFA also joins in this case.
Total, 600 relics carried by players in official competitions of FIFA, UEFA, Conmebol, LALIGA and many more, are displayed in a building of 4,200 square meters and seven floors, culminating in a Sports bar LALIGA TwentyNine’s LEGENDS.
For his part, Fanatics has become a strategic partner with whom LaLiga is going to launch his first online store. Both companies have reached an omnichannel manufacturing and distribution agreement for the competition’s products. It’s about a ecommerce, LaLiga Store, which will be released globally this summer, before the start of the next season. In it, fans will be able to find a wide selection of officially licensed LALIGA shirts, training clothes and accessories, as well as most of the LaLiga teams.
The offer will be expanded over time to include the clubs of the two categories of LaLiga, becoming the largest merchandising catalog of the competition.
Transformation at all levels
Among the novelties presented are those that are part of the digital ecosystem of LaLiga. Beyond the visual change of the web, which adapts to the new logo and the new corporate colours, there will be an important change at the technological level.
The official LaLiga app it is transformed to offer a much more personalized experience to the user, according to their tastes and with relevant information according to their preferred club. In addition, it incorporates a new social video experience focused on Near Live and that it can be shared much more easily on social networks. Also LaLiga Fantasy will implement modifications, which will be known as of July 12, that will help improve the user experience.
On the other hand, at an audiovisual level and from August 11, a new way of conceiving football will be discovered, with a total change of the graphic package in the broadcast of the matchesaffecting, among others, the visualization on air, the lower, and the marker, with some new graphics that will make them much more dynamic and alive. It also changes the use that will be made of each of the cameras, looking for new plans that bring the fan even closer to EA Sports FC.
The overall objective of the innovations implemented in the broadcast is to be able to show new perspectives and angles that, enriched with information, give rise to a much more immersive viewing experience, much more resembling the video game.
2023-07-03 18:54:05
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