English Premier League club Manchester City has agreed a three-year extension to its partnership with video games company Electronic Arts.
The deal retains EA Sports as the club’s official gaming partner, a role it has fulfilled over the past two seasons. While working to grow City’s popularity within its flagship FIFA football game series, EA Sports also installed interactive areas for fans at the club’s Etihad Stadium, including FIFA gaming pods in the Family Stand and the EA Sports Blue Zone – a gaming hub established within the pre-match fan entertainment area, City Square.
Tom Glick, chief commercial and operating officer for Manchester City, said: “EA Sports is one of the best known brands in the world, not only within the games industry, but also among sports fans the world over. Proof positive of the appeal to our supporters is that registrations among City fans for FIFA 13 – one of the all-time top selling global games – has way exceeded the 400,000 mark. This is a remarkable figure and is testament to the strength of this now established partnership.”
Jamie McKinlay, vice-president of marketing at EA Sports, added: “The club has proved themselves to be forward thinking in their approach, with a willingness to expand and digitise their partnership efforts through EA Sports FIFA. This has proved a huge success and we’re only too pleased to be able to continue our relationship.”