August 27 – Manchester City and EA Sports have agreed a multi-year renewal of their partnership, first signed in 2011, and now going into its fifth term. It is a partnership that has evolved into more than just image rights over the years to embrace a pro e-sports team as well as separate content generation.
The base of the partnership is, of course, around the inclusion of men’s and women’s squads in the EA Sports FC content as well as the use of Man City’s marks. During the partnership EA Sports has given the club special accolades including Team ofthe Season.
The choice of Erling Haaland as “cover star for FC 24 has bolstered the star power of Manchester City in the FC space”, said the club. The Joie Stadium is one of the first Women’s stadiums available for players to use in the game.
Going forward the partners said the will continue to work together to “create authentic digital experiences and engagingcontent for fans worldwide through the immersive world of EA Sports FC”.
Last weekend that content included the announcement of the return of Ilkay Gundogan who predicted his FC 25 ratingas part of his return unveiling.
James Taylor, Director of FC Partnerships at EA Sports, said: “A 13-year partnership is an incredible milestone, and we arethrilled to extend this partnership further with Manchester City.
“Through the years we’ve been able to collaborate on some iconic footballing moments and having both men’s andwomen’s team feature in FC we’re able to bring fans worldwide closer to the players and club they love.”
Man City have been all-in with EA Sports, including the creation of a professional Manchester City EA Sports FC Pro teamthat has enabled the partnership to collaborate in the esports space through bespoke content for gaming fans on the dedicated Man City Esports channels.
Peter Laundy, SVP of Partnerships at City Football Group, said: “EA SPORTS have created a true legacy with FC and weare proud to have worked with them across multiple successful campaigns over the years that have authentically engaged our global audience in an off the pitch space.
“Together we have built a strong collaborative relationship and we are excited to see what the future holds for ourpartnership.”
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