So how do you reach gamers around the world to tell them the name change of your long-running series? EA Sports had an interesting idea, because the corporation is going to pay about 30 million euros to rename Spain’s Primera División.
Electronic Arts has not reached an agreement with the International Football Federation and FIFA 24, developed by EA Sports, is not set to debut next year. Electronic Arts officials have confirmed that they will instead offer players “EA Sports FC.”
However, here comes a gigantic problem for EA’s marketers, since the corporation needs to make sure that gamers from all over the world will be aware of the new IP – after all, FIFA is expected to throw in new games in the “FIFA” series, so gamers who are interested in EA Sports’ new entry may end up picking up the wrong title.
EA Sports are clearly counting on the publicity, and according to the Marca editorial, which first confirmed the situation – EA Sports is going to pay nearly 30 million euros a year to make the new production the title sponsor of LaLiga.
The contract has been signed for five years, so EA is going to invest around €150 million in the deal, so players watching FC Barcelona or Real Madrid matches will see the EA Sports FC name.
Electronic Arts have confirmed the cooperation and EA Sports FC will not only appear in the name of the league, but a total rebranding has been taken care of (logo, graphics, fonts, other visual elements) and there will even be familiarization with “new in-game integration, broadcast highlights,” and the two companies are supposed to take care of “supporting” joint initiatives.
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As we know, the last title sponsor of LaLiga was Santander (LaLiga Santander), and now there will be EA Sports FC in the name, therefore it is very possible that eventually the most important league in Spanish soccer will be called LaLiga EA Sports FC. This new name will appear next season – just in time for the launch of EA Sports FC.
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