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LaLiga unveils new logo, announces EA as presenting partner in rebranding campaign

League says rebranding exercise is a reflection of its growth and evolution over the last decade

The former LaLiga logo (left) will be replaced with the new logo (right). (PHOTOS: LaLiga)
The former LaLiga logo (left) will be replaced with the new logo (right). (PHOTOS: LaLiga)

TOP Spanish football league LaLiga has announced on Monday (5 June) a rebranding exercise that will see it adopt a new logo, as well as onboard a new presenting partner with major gaming company Electronic Arts (EA).

EA will be replacing Spanish financial services giant Santander, which has been LaLiga's title sponsor for the past seven years.

The new logo will see LaLiga's name in red capital letters, with its initials LL becoming its new brand symbol.

"The choice of this symbol reflects two key moments that are often experienced on and off the field, and that symbolise the passion for football," LaLiga explained in a media release.

"On the one hand, players celebrating when they score a goal with a knee slide on the field. The silhouette of their body forms an 'L' while celebrating. On the other hand, the 'L' that the fans form with their arms when they celebrate goals or their team’s success. With clenched fists, with strength, with passion, that second 'L' is made by football fans.

"LL is the tangible expression of LALIGA's motivation and drive, a symbol that represents the greatness of shared emotion and the pride of being part of this competition."

LaLiga's new logo will also come with the tagline, "The Power of Our Futbol", representing the unifying purpose of the league as well as the power of its clubs and their fans.

The league said that the rebranding is a reflection of its growth and evolution over the last decade. It now ranks second in size among the major football leagues, with total revenues of €4.8 billion, and is now present in 41 countries through 11 offices.

LaLiga's new visual identity will impact the 42 clubs that make up its two football divisions, all of which will wear the new logo on their kits, as well as the league's digital environments. The new strategic positioning and message will also be reflected in the next image campaign, to be launched in mid-June.