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Watford's sponsorship ties with Football Manager will open access to game's valuable player database


By Tony Connelly, Sports Marketing Reporter

August 11, 2016 | 3 min read

Watford have extended their sponsorship agreement with Sega and Sports Interactive in a deal which will grant the club’s scouts and coaches access to the extensive Football Manager database.

Watford Football Manger

Watford Football Manger

The continuation of the partnership with the Japanese (Saga) and British video (Sports Interactive) game developers will be centred around their flagship Football Manager (FM) computer game.

Football Manager branding will be advertised throughout the Watford’s Vicarage Road stadium via LED and dugout sponsorship and interview backdrops as well as the Premier League club’s club’s training ground at London Colney.

The deal also means Watford’s scouts and coaches will be given full access to the FM database, allowing them to utilise the extensive player information for use in the real wold.

The game’s in-depth composite of players has proven increasingly attractive to club’s in real life given the 1300 scouts from around the world who gather the data for the title.

“We are delighted to extend our long-term relationship with Sega and Sports Interactive,” said Spenser Field, commercial director at Watford. "It is particularly heartening that we continue to find new ways to innovate, and 2016/17 sees the launch of a number of initiatives for our staff and fans.

“The relationship enables us to produce compelling content while showcasing the depth and addictiveness of the world’s greatest sport management game."

Last year Sky Sports also began making use of the FM database in its analysis of players during transfer stories.

Sponsorship tie-ups with game developers is becoming increasing more common in the Premier League, with club's looking to tap into the the marketing opportunities which come with the massive popularity of the video game industry. Manchester United recently announced EA Sports as their official video games partner in a move that will give the club a greater presence within the upcoming Fifa 17 video game.

Football Advertising Sega

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