Electronic Arts has renewed its partnership with the Spanish national football league, La Liga. The 10-year deal gives FIFA exclusivity of the league’s clubs in sports video games.
According to EA, the agreement comes as the world is playing and watching more FIFA than ever before. FIFA 20 for console and PC is the most-played game in franchise history. Unique players have increased 10 percent year-over-year while daily active players reached an all-time engagement high.
In addition, fans are watching record volumes of FIFA 20 content. More than 12 billion minutes have been viewed on Twitch since the game’s launch. That’s the equivalent of more than 133 million traditional football matches. It represents 260 percent year-over-year growth.
La Liga fuels significant player engagement within FIFA. La Liga is one of the most popular leagues selected in online play and has the biggest in-game fanbase across 70 nations worldwide. Plus, their clubs were used in more than one billion matches.
“This renewal enables us to grow the reach and popularity of LaLiga to more and more fans around the world that play EA Sports FIFA every day,” said Javier Tebas, President of La Liga.
This is obviously good news for EA. It’s bad news for PES and any would-be FIFA competitors.