Electronic Arts will be featured across matches from the English top flight for the next three seasons
EA Sports has announced a new partnership with British broadcasting giant Sky to sponsor coverage of the English Premier League on Sky Sports. As part of an ongoing marketing campaign, the gaming studio will produce a mixture of gameplay video and real football footage to air during EPL games.
The new deal between EA Sports and Sky Sports began during the opening weekend of the Premier League season and will run until the end of the 2024/25 campaign.
The world famous videogame company is set to end its historic 29-year relationship with world football governing body FIFA at the end of this season, with FIFA 23 earmarked to be the final edition of the gaming franchise made by EA Sports studios.
At the end of the relationship, it is understood that EA will roll out its new football game EA Sports FC, likely to be released in the early parts of the 2023/24 football season. Likewise, FIFA plans to continue its famous franchise by partnering with a new developer.
One major selling point of the new partnership between EA Sports and Sky will be its ability to promote the new EA Sports FC title to a nationwide audience in a key market for football videogames.
James Salmon, EA Sports’ Marketing Director, recently said of the deal:
“The timing is perfect as we evolve as a brand and we’re excited to start this multiyear partnership, providing a unique opportunity to connect with Premier League fans through broadcast, social and interactive experiences.”
Brett Aumuller, Managing Director of Sky Media, also gave his thoughts:
“We’re absolutely thrilled to announce EA Sports joining our stellar line-up of sponsors for the Premier League. EA becomes the first official Premier League partner to sponsor our Sky Sports coverage, as well as first to include social media rights. This innovative partnership will come to life across multiple platforms and capture the excitement and scale only the Premier League can deliver.”
This deal makes up a big part of a wider project undertaken by EA Sports as it transitions away from one of its key titles, FIFA, and towards the new franchise which it hopes will have similar success - EA Sports FC.
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