The American video game company EA Sports will succeed the Spanish bank Santander and will be the new sponsor of La Liga from the summer of 2023, the body which manages Spanish professional football announced on Tuesday in a press release.
"From the 2023-2024 season, the collaboration between EA Sports and LaLiga will lead to the rebranding of all LaLiga competitions," the body said in a statement released on Tuesday afternoon.
According to the Spanish media, the agreement is spread over a period of five years, until 2027-2028, and will bring between 30 and 40 million euros annually to La Liga.
A very beneficial revaluation for LaLiga, which until then earned 17 million euros annually from Santander.
La Liga continues its economic growth
On July 11, the body responsible for Spanish professional football announced that its partnership with Santander, which began in 2016-2017, would end in the summer of 2023. For six years, the official name of the Spanish D1 was thus “LaLiga Santander”, and that of D2, “LaLiga Smartbank”, after the name of a subsidiary of the Spanish bank.
The Spanish League thus continues to grow: during the five years of its partnership with Santander, it has seen its sponsorship income increase by 300%.
She earned 50 million euros in 2016-2017, while last season she racked up 155 million euros in sponsorship revenue.
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