EA Sports partners with EFL to enhance live match experience on iFollow platform

EA Sports will provide on-screen stats for the EFL's live stream broadcasts

EA Sports has partnered with the English Football League (EFL) to enhance the live match experience across the league’s new iFollow digital streaming service with on-screen stats.

The six-year partnership sees EA Sports become the first ever sponsor of the EFL’s iFollow platform, the digital service which will live stream more than 1,500 fixtures each season to fans around the world.

Under the terms of the agreement, the games developer’s branding will appear on all broadcast fixtures through on-screen stats designed to improve the live match experience for football fans.

EA Sports will also use the partnership to promote its Fifa videogames series and engage with global audiences, starting with Fifa 18.

EFL Chief Executive, Shaun Harvey, said: “EA Sports is one of the leading sports entertainment brands in the world and I am delighted to see our relationship grow into a wider partnership that will reach millions of football fans worldwide.

“This new partnership will also enhance our traditional broadcast coverage globally as well providing EA SPORTS with an important marketing and communications vehicle that will assist in the continued engagement of their target audience.”

Dan Holman, director, EA Sports Fifa partnerships, said: “We are excited to be extending our relationship with the EFL by becoming an official partner and we look forward to working closely with them and their 72 clubs. Our aim is to deliver personalised and authentic season-long content and build a closer connection to both the clubs and their fanbases.”

The launch of the iFollow platform is the EFL’s attempt to become its own broadcaster by providing live coverage of the Championship, League One and League Two games for fans based outside the UK and Ireland.

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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