A sweeping transformation has touched almost every corner of LaLiga: its name, its corporate image, the branding, and even how matches appear on television. From this season onward, the competition formerly known as LaLiga will be renamed League EA Sports, reflecting a comprehensive facelift aligned with a new sponsorship arrangement replacing Santander as the nominal partner for the top flight. The big takeaway is a fresh identity that signals change across the league’s branding, broadcasting, and licensing strategy.
The official announcement took place in Tres Cantos, Madrid, attended by business partners, club presidents, and notable figures in Spanish football. Among the attendees was Joan Laporta, along with other guests, as the event underscored the commitment to a reimagined era for the league and its stakeholders.
During the gala, the league also revealed that the second tier would adopt a new name: LaLiga Hypermotion, a nod to the data capture technology long used by EA Sports in the FIFA video game series. This year the branding will extend to EA Sports FC, marking a seamless continuation of the EA Sports partnership across the division levels.
LaLiga’s new logo
In tandem with the competition’s renamed identity, LaLiga introduced a refreshed corporate image. The organization’s Madrid headquarters on Torrelaguna Street replaced the old emblem with a streamlined design featuring a single bold color family described as coral red. This simplified mark reflects a modern, unified look for the league’s visual system.
“Today marks the beginning of a new era that will reshape Spanish football and the broader industry. We are moving forward alongside clubs and strategic partners like EA Sports, whose involvement has been pivotal. Our shared goal is to deliver better football for fans and a stronger society for the sport,” stated Javier Tebas during the launch.
EA Sports had already been a partner of LaLiga and has now taken on an expanded role, becoming a nominal partner as part of a broader five-season deal estimated around 30 million euros per year, in addition to the previously established 30 million contributing to licenses and related initiatives. This latest agreement also aligns with Santander’s involvement as a major sponsor in recent years, building a broader revenue and branding framework for the competition.
Release Changes
Under the banner “The power of our football,” LaLiga outlined broadcast changes set to take effect from the 2023/24 season. All on-screen graphics have been redesigned, with enhanced augmented reality elements and live statistics integrated directly into broadcasts. The goal is to provide a richer viewer experience and to keep pace with evolving viewer expectations for data-driven storytelling on matches.
The league’s digital platforms, including the official LaLiga website and mobile apps, will undergo a complete refresh. Updated assets, new theme music, and refreshed reissues will accompany these changes, all aimed at strengthening LaLiga’s global brand presence and engagement. LaLiga’s leadership projects that the league now reaches a massive audience, surpassing 200 million followers, underscoring its continued growth and appeal in the sports world, with audience metrics tracked against other major leagues such as the Premier League.
Official LaLiga store
In the near term, LaLiga will launch an online store offering league-wide products and club merchandise, developed in partnership with Fanatics, the retail partner known for collaborations with major North American leagues. The store will feature official jerseys and other licensed items, supporting LaLiga’s broader strategy of expanding its global footprint through diversified business units that extend beyond the core competition and its two divisions.