The leading video game maker, Electronic Arts (EA) Sports, has announced a new multi-year sponsorship and licensing deal with UEFA Women’s Football.
The deal will include UEFA Women’s Champions League in EA Sports’ FIFA 23.
Moreover, EA Sports will also assist UEFA’s football marketing platform Together #WePlayStrong. The main goal of this is to get more girls to play football.
Nadine Kessler, UEFA’s Chief of Women’s Football, commented, “We are delighted that EA SPORTS has chosen to become a UEFA Women’s Football partner and we are looking forward to working closely over the coming years as they share our ambition to make the women’s game even stronger and take it to new heights. We are also thrilled to see the UEFA Women’s Champions League is integrated into EA SPORTS FIFA 23. It feels like a natural fit for the world’s best women’s club competition to be part of the world’s leading football simulation game. This is another major step in the women’s game and an ideal additional platform for the female athletes contributing to its success.”
Andrea Hopelain, SVP Brand, EA Sports, said, “We’re delighted to expand our partnership with UEFA, enabling fans to play with their favourite UEFA Women’s Champions League clubs in FIFA 23. EA SPORTS is at the epicentre of global football fandom and this partnership reinforces our dedication to showcasing top talent from across the globe, our unrivalled authenticity, and our commitment to being change makers of the future of the sport.”
EA Sports also announced its new ‘Starting XI Fund,’ an Accelerator Fund for Women’s Football that seeks to develop the game in the future. EA Sports has engaged an $11 million investment to kickstart the fund, which will include in-game, league, club, and athlete investments to pursue boosting the women’s game.
Starting in 2023, EA Sports will finance a women’s football internship programme with each new and current women’s league partner, with the goal of inspiring and empowering young females from different cultural backgrounds to become engaged in the world of football.