Games company EA Sports has secured the rights to become the official technology partner of the Premier League, the first new partnership with the league since 2002.
According to the BBC, EA has captured a number of different rights, allowing the company to display its branding on all live Premier League live broadcasts – regardless of the broadcaster and location overseas – and will also be linked with match statistics when displayed on screen during matches.
The deal is said to be in the region of £10m-£15m, adding to the deals already secured with Nike and Wrigley’s.
EA Sports has already sold over 100 million copies of its FIFA football game worldwide and by collating statistical data, the gaming giant hopes to increase sales in the US where football-centric games aren’t nearly as popular as they are in Europe.
If it helps make EA Sports’ football games more realistic, I am all for it. I just hope you don’t hear “EA Sports….it’s in the game” every time the programme cuts to an advert.
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