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Gaming giants EA Sports reach agreement for 30m euro takeover of La Liga

The deal will see the Spanish top flight change name from the 23/24 season onwards

Spanish top flight La Liga Santander is set for a major name change as EA Sports are to take up the sponsorship mantle from the 2023/24 season, Marca have revealed.

The video game company have reportedly signed a 5 year deal worth 30m euros per season to take over the naming rights of the League, which are currently owned by banking society Santander.

Santander had held the naming rights for 7 years, but only contributed around 17m euros per season, something which is set to almost double with the video game giants now in on the act.

The company already sponsor data packages, also worth around 30m euros per year, but look set to double their investment in the Spanish top flight.

EA Sports are the producers of world-leading games including the FIFA franchise (Which will become EA Sports FC after this season’s release of FIFA23), as well as similar games for Madden (American football), PGA (Golf) and Formula One, having taken over from former producer Codemasters on the latter.

‘The idea is that the alliance goes far beyond naming, trying to generate synergies between the virtual and real world that will go far beyond what can be imagined’, claim Marca.

It is likely to include a co-operation with virtual reality and the gaming word in some capacity, though in what sense is still unclear.

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Ben Browning

Football writer and analyst. Long-time writer of all things Arsenal and avid watcher of European football. Happy to discuss all things football over on Twitter.

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