Video games company becomes League’s lead partner for three seasons from 2016/17.
The Premier League has expanded its relationship with EA Sports, with the video games company becoming its lead partner for three seasons from 2016/17.
The expanded partnership includes on-screen branding on all the League’s global broadcasts, sponsorship of the official Player of the Month and Season Awards, EA Sports integration in stadia pre-match, and continued sponsorship of the online Fantasy Premier League.
The new position for EA Sports sits alongside other global brands as part of the League’s new sponsorship strategy following the move away from title sponsorship.
EA Sports also holds the Premier League’s exclusive Electronic Game Licence.
Richard Masters, md of the Premier League, said: “EA Sports are recognised the world over for the hugely popular FIFA game series, which millions of Premier League fans engage with every day, making them a great fit to be Lead Partner of the League.
“This partnership will allow EA Sports to collaborate even more with the League and the clubs, and to be part of the interest and excitement around the competition, both through their fantastic games and the association with the Premier League that this agreement brings.”
Jamie McKinlay, EA Sports global marketing vp, added: “This year is an especially exciting one for Premier League fans as we debut The Journey, a brand new mode within FIFA 17 in which fans will live their story on and off the pitch as Premier League prospect Alex Hunter.”
To celebrate the new partnership, and the long-term relationship between the two organisations, EA Sports has created a new retrospective video to highlight the evolution of the franchise all the way back to FIFA 95 and up to the upcoming release of FIFA 17 which launches on September 27.
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