Electronic Arts and LaLiga have announced a long-term partnership that will continue to offer unrivalled authenticity to EA SPORTS™ FIFA players for the next 10 years.
Under the partnership renewal, EA SPORTS will remain the exclusive Official Video Games Partner of LaLiga while the two organisations will expand their efforts to create world-leading football entertainment. This includes a joint commitment to grow fandom and esports participation through LaLiga’s official esports competition, eLaLiga Santander.
The new agreement comes as the world is playing and watching more EA SPORTS FIFA than ever before as football fandom continues to grow. EA SPORTS FIFA 20 for console and PC is the most-played game in franchise history. Unique players have increased 10 percent year-over-year and daily active players reached an all-time engagement high.
Fans are watching record volumes of EA SPORTS FIFA content as more than 12 billion minutes have been viewed on Twitch since launch, the equivalent of more than 133 million traditional football matches.
Bringing LaLiga global fans closer to the competition
The EA SPORTS FIFA and LaLiga partnership will help deliver the most authentic and comprehensive global football interactive experience in the world. LaLiga’s millions of global fans can represent their favourite clubs through EA SPORTS FIFA in interactive entertainment. Both organisations will continue to advance sports innovation, building upon recent successes such as LaLiga’s EA SPORTS Atmospheric Audio for LaLiga match broadcasts.
LaLiga continues to fuel significant player engagement across the EA SPORTS FIFA franchise. As one of the most popular leagues selected in online play, LaLiga has the biggest in-game fanbase across 70 nations worldwide and LaLiga clubs were used in more than one billion matches.
FIFA Ultimate Team fans will continue to engage with unique LaLiga in-season content only found in EA SPORTS FIFA including Team of the Week (TOTW), Player of the Month (POTM) and Team of the Year (TOTY).
"Our vision is to grow the love of sport through our games and services, and with strategic partnerships with iconic organizations like LaLiga, we're uniquely positioned to deliver unrivaled authenticity and innovation in the years to come,” said Cam Weber, Executive Vice President & Group GM, EA SPORTS. “Our joint commitment will enable both immediate impacts for the next EA SPORTS FIFA experience, and long-term opportunities to continue to strengthen LaLiga fan engagement over the next decade.”
“This renewal enables us to grow the reach and popularity of LaLiga to more and more fans around the world that play EA SPORTS FIFA every day,” said Javier Tebas, President of LaLiga. “We have built a collaborative partnership with EA SPORTS for more than 20 years that has seen both organisations become leading international brands. Our new agreement signifies our commitment to maintain this growth and create the best entertainment for football fans worldwide.”
*Source data provided by Stream Hatchet comparing May 2019 vs. May 2020 Twitch watch hours.