Video game developer EA Sports has extended its partnership with LaLiga under a new deal that will grant it branding on the socks of players competing in the top division of Spanish football.
EA Sports has agreed to extend its backing of LaLiga for the next four years until 2019.
Under the new deal, EA Sports’ branding will appear on the playing socks of 14 LaLiga teams, starting from this weekend. The agreement ties in with the league’s partnership with Chinese football accessories company Sockatyes.
“LaLiga will use the platform that EA Sports is offering us to reach the international markets in which we are not yet firmly established,” Adolfo Bara, LaLiga’s general manager of marketing and sales, said. “It is a great support for our expansion strategy having this partnership with a leading company that gathers millions of users in each of the major geographic areas around the world.”
LaLiga did not disclose which teams would be wearing the branded socks. The league last season agreed a similar deal with computer game company Konami, which had its Pro Evolution Soccer game featured on clubs’ socks during the last six match days of the 2014-15 campaign.