“LALIGA inaugurates a new era”. This is how the Spanish professional football manager presents its change in strategic positioning and brand at an international level, in a step that aims to show its evolution in the last ten years with the most extensive international network of all sports properties, present in 41 countries through of 11 offices and the network of delegates.
The change comes at the gates of the relief of its title sponsor, by which EA Sports will replace Banco Santander seeking to “break the barriers between the physical and virtual worlds.” The video game titan has bought the naming rights to LALIGA for 30 million euros in a 5-year contract, according to figures revealed by industry sources.
“The new brand is a symbol of this change, the representation of the strength of our football, with which we want to reclaim the pride of being part of a competition that inspires everyone and helps us grow as people and as a society”, points out Ángel Fernández, head of global brand
Within this context, LaLiga becomes LALIGA, written in a single word in capital letters. The new symbol of the brand is represented by the initials “LL”.
“The choice of the same is related to two key moments that are experienced both on and off the field and that represent the passion of football: the celebration of the players when they score a goal and they kneel forming the letter “L” with the silhouette of his body, and the fans who form an “L” with their arms when they celebrate a goal or the success of their team”, they point out in the manager. “On the other hand, the new corporate color of LALIGA is coral (Pantone Red 032C), which symbolizes the pride, passion, energy and emotion of football,” they add.
