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EA and LaLiga extend their partnership: Football and Fifa grow together

EA and LaLiga

Electronic Arts and LaLiga 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 organizations 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.

“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 unrivalled authenticity and innovation in the years to come,” said Cam Weber, Executive Vice President & Group GM, EA SPORTS.

Since it resumed matches on June 11, La Liga has been using virtual images of stands in television broadcasts with added ‘fan audio’ produced by EA, in order to make the matches in empty stadiums more appealing to viewers. Viewership for ‘FIFA’ on video game streaming platform Twitch surged by 260% in May, compared to a year earlier, EA said.

‘FIFA’ allows users to choose between different leagues and the various clubs within the leagues. Spain’s LaLiga includes popular clubs such as FC Barcelona, Real Madrid and Atletico Madrid, among others. Besides LaLiga, EA also has exclusive rights to England’s Premier League and Germany’s Bundesliga.

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