Manchester City scores deal with EA Sports
Manchester City Football Club (MCFC) has created a partnership with sports video game company, Electronic Arts Inc.
As part of the agreement, dedicated MCFC virtual content will be distributed through the Club and EA Sports’ digital channels, such as MCFC match simulations prior to fixtures.
Ian Cafferky, chief brand and commercial officer for MCFC, said: “The reputation of EA Sports is unparalleled, both within the video game industry and around the world. The fact that a company of EA’s calibre has joined our stable of valued partners, shows a clear indication of the Club’s growth and appeal to a global audience.
“Many of our supporters, not to mention first team players are huge fans of FIFA. The deal with EA Sports was therefore a natural fit and the beginning of what I know will be an exciting partnership.”
For the first time in the studio's history, EA Sports has created a virtual kit launch. Club supporters can now watch the team play in the new home kit and score a goal for the very first time this season.
The video, which is currently one of the first FIFA 12 gameplay edits available, was designed especially for Manchester City fans, showcasing the Club’s stars. EA captured 360 degree 3D headscan shots of the entire first team squad. The FIFA12 will be released in the UK on 30 September.
EA will invest in dedicated experiential gaming areas, in around the Etihad Stadium, to further enhance City Square and the family zone within the concourse.
Nick Harford, football business lead at EA Sports, said: “We are delighted to be entering into a dynamic new partnership with Manchester City. Through this agreement, EA Sports will invest in the creation of bespoke content and experiences that bring Manchester City fans across the globe closer to the team they love.”