Electronic Arts and La Liga announced today that the two entities have extended their licensing agreement for the next 10 years.
EA/La Liga Deal
Under the new agreement. EA will continue to be the exclusive official video game partner for La Liga, the top pro soccer league in Spain.
In a joint press release today, both sides touted that this renewal comes at a time where interest in the FIFA series is at an all-time high. FIFA 20, per EA’s numbers, for console and PC is the most-played game in the franchise’s history. In addition, over 12 billion minutes of FIFA 20 action has been viewed on Twitch, which would be the equivalent of 133 million traditional soccer matches.
On the agreement, Cam Weber, the Executive Vice President and Group GM for EA Sports, stated, “Our vision is to grow the love of sport through our games and services, and with strategic partnerships with iconic organizations like La Liga, we’re uniquely positioned to deliver unrivaled authenticity and innovation in the years to come.” Weber added, “Our joint commitment will enable both immediate impacts for the next EA SPORTS FIFA experience, and long-term opportunities to continue to strengthen La Liga fan engagement over the next decade.”
The agreement also features a “joint commitment to grow fandom and eSports participation” through La Liga’s official eSports league, eLaLiga Santander. Future details about this commitment will be made public at a later date.