La Liga Set To Change Name Following New Sponsorship Deal. La Liga will change its name this season after losing its sponsor, Santander, after seven seasons as LaLiga Santander.
The league was earning around €17 million per year in naming rights from Spanish bank Santander, but according to Sport and Marca, they have agreed to a five-year deal with EA Sports.
There is some lack of agreement about how much money LaLiga stands to make, with Sport claiming it could be worth up to €40 million, while Marca claims €30 million per year.
🚨 𝐁𝐑𝐄𝐀𝐊𝐈𝐍𝐆: EA Sports will become the main sponsor of La Liga from 2023-24.
The deal is worth €200M in total and will run for five seasons.
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This also represents a change in the partnership strategy. LaLiga will see an increase in revenue in addition to working with a recognized brand in the gaming sector. In return, EA Sports will have their name attached to the eSports league, as well as the Primera, Segunda, and Promises, divisions.