La Liga, Europe’s top division of professional football and home to some of the biggest clubs in the world – like Barcelona and Real Madrid has signed a new sponsorship deal that will replace the previous branding (“La Liga Santander”) and the league will now operate under the name LALIGA EA SPORTS.
Please note that the caps are her idea, not mine. It probably is Part of EA’s big push to get people ready for this year’s tournament FIFA EA Sports FC Video game that will play the same as last year’s edition, but will be the first that does not have decades of brand recognition.
That’s all well and good for everyone involved. I’m sure there was a handshake and money exchanged, but this is not a corporate news release site. I don’t really care what the top division is called, and EA Sports has been sponsoring major European football leagues in one way or another for years (they have several deals with the Premier League, for example, including appearing on referee uniforms). ).
No, I’m here to talk to you about it the rebranding of the second division. Known as either La Liga 2 or Segunda División depending on where you’re from, it’s now called that (again their caps, not mine). LALIGA HYPERMOTION.
For those who haven’t had to read the bullet points of sports game press releases for the past few years, Hypermotion is a system that EA invented to sell FIFA There they combined 11v11 motion capture with machine learning to try to improve the physics and entertainment the player in the game.
A whole league is now named that way. Not a video game company, not even a video game, just a physics and animation system designed for a single video game series, the benefits of which are negligible at best (mostly just empty PR calories, FIFA didn’t fundamentally change the way). it plays or seeks Years).
Of course nobody on the street will actually call it that, everyone will still just call it La Liga 2 or whatever they’ve been calling it, but still. I’m really looking forward to EA expanding this type Sponsorship if next season’s championship is renamed THE FROSTBITE LEAGUE.
