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according to the Spanish media "Marca", EA Sports , a FIFA game developer , will become the new title provider of La Liga from the 2023/2024 season, with a five-year contract. .

　　It is reported that EA Sports will pay La Liga about 30.5 million US dollars a year , and the agreement will also cover La Liga, eSports La Liga and La Liga Youth League.

　　EA (Electronic Arts), the full name of Electronic Arts , was established in the United States in 1982 and is a well-known multinational interactive entertainment software production and distribution company .

　　Founded in 1991, EA Sports is a sub- brand of Electronic Arts that manufactures and develops sports video games .

　　Well-known games such as NBA Live , FIFA series , NASCAR racing are all game products developed by EA Sports . Among them, the FIFA series has achieved the most outstanding results, with more than 100 million copies sold.

　　However, in May of this year, FIFA announced that it would end its nearly 30-year partnership with EA Sports. This means that the FIFA series of games developed by EA Sports will become out of print next year.

　　At the same time, EA Sports announced that after this year's "FIFA23", the "FIFA" series of games will be renamed "EA Sports FC" for re-release.

　　EA Sports said that FIFA's high price and many restrictions on game content are the main reasons for the termination of the cooperation between the two parties.

　　As the best-selling game of EA Sports, the FIFA series of games has made a lot of money for EA Sports.

　　In June, EA announced its fiscal 2022 earnings. EA reported revenue of $7.2 billion in fiscal 2022, up 26% year over year. Among them, the Ultimate Team product matrix, which belongs to the FIFA series of games, accounts for 29% of the company's total revenue.

　　The termination of the cooperation between EA and FIFA means that there will be no more World Cup-related content in EA's football games in the future. At the same time, it is reported that FIFA is already working with third-party studios and publishers to develop new game projects.

　　Under the internal and external problems, EA Sports must find new content authorization for the game.

　　Outside of the World Cup, the football events that attract the most attention are undoubtedly the five major European leagues. Obviously, La Liga became the first target for EA Sports .

　　David Jackson , Vice President of Branding at EA Sports FC , said: "Our upcoming new game wants to give players an experience that is not lost on the FIFA series. La Liga, as one of the best football leagues in the world, is undoubtedly one of the best football leagues in the world. Our ideal partner. This partnership will also cement our mutual centrality in football culture ."

　　La Liga president Javier Tebas revealed that the partnership does include an agreement on digital content.

　　In fact, EA Sports ' contacts with other European leagues and clubs have been advancing at the same time as the cooperation with La Liga .

　　On July 21, sportspromedia reported that EA Sports is approaching several European women's football clubs to add women's football content to the game. On July 26, Serie A giants Juventus announced a partnership with EA Sports. Juventus' visual elements will appear in future football games developed by EA Sports.

　　According to a report by digital asset platform Horizm, the current digital inventory of brand activation in the five major European leagues is less than 5%, and there is still great potential. Among the activated digital inventory, EA Sports has 22 different IP assets with the highest activation value, totaling 9.6 million euros