Soon you won't be able to watch a football match without seeing 'EA Sports FC' plastered everywhere

pcgamer.com:

Videogame giant EA and FIFA, the world governing body for football, are in the final stretches of one of the longest-running partnerships of the industry's history. EA's current licensing deal with FIFA is ending(opens in new tab) and FIFA 23 will be the final game released (September 30 for PC), after which the publisher is going on to re-brand the series as EA Sports FC.

This is a risk for EA. The FIFA series is nothing less than a golden goose that lays billions of dollars' worth of eggs every year, and one can't deny that part of the series' success was the partnership with FIFA and how the word became synonymous with videogame football. EA's CEO has talked tough about it just being "four letters on the front of the box" but the publisher knows it needs an awareness and marketing campaign like no other to maintain the series' momentum and visibility as that default videogame football option.

The re-branding has already started in earnest, and now EA has announced one of its biggest and most all-encompassing deals, and one that is surely a harbinger for a slew of similar announcements. Spain's LaLiga, one of the top leagues in the world, is going to be utterly plastered with EA Sports FC. The deal it has reached with EA is as comprehensive as it possibly could be. 

La Liga's statement(opens in new tab) calls the deal «a one of a kind, multi-year partnership that will allow both parties to deliver groundbreaking experiences for global football fans.» The Spanish football daily Marca is reporting that EA will pay €30 million a year(opens in new tab) for, per the official release, «title naming rights for all LaLiga competitions, a complete rebrand of LaLiga with EA SPORTS including all logos, graphics, fonts and other