EA Sports strengthens its Premier League ties with new 'lead partner' deal ahead of Fifa 17 release

EA Sports

EA Sports has expanded its sponsorship with the Premier League in a new deal that will see the video game developer gain greater access to the league through its new ‘lead partner’ status.

The new three year deal will cover the 2016-17 to 2018-19 seasons and enhances EA Sports’ partnership with the Premier League, which has significantly strengthened its flagship Fifa video game series through greater access to clubs and players.

The latest iteration of the game, Fifa 17, is due for release next month and the new deal could further enhance future titles in the franchise.

As part of the expanded deal, EA Sports will receive on-screen branding during the league’s global broadcasts and will also sponsor the Player of the Month and Player of the Season awards. The Canadian company will also be granted in-stadia integration before matches.

The Premier League’s managing director, Richard Masters, 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.”

EA Sports’ new partnership status comes as the Premier League prepares to embark on its first season without a title sponsor, instead implementing a seven-partner structure which it believes will strengthen its value globally.

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