Electronic Arts (EA) Sports has announced a new agreement with a leading sports broadcasting network, Sky Sports. The deal will include the gaming company sponsoring the UK pay-TV network’s Premier League coverage.
The agreement goes into effect in the 2022/23 season and will see EA Sports sponsored content used during Sky’s Premier League coverage through till the end of the 2024/25 season, combining gameplay video from the FIFA gaming series with meaningful action. The collaboration also contains initiatives on Sky Sports digital platforms.
James Salmon, EA Sports’ Marketing Director, said, “The timing is perfect as we evolve as a brand and we’re excited to start this multiyear partnership, providing a unique opportunity to connect with Premier League fans through broadcast, social and interactive experiences.”
Brett Aumuller, Managing Director at Sky Media, commented, “We’re absolutely thrilled to announce EA Sports joining our stellar line-up of sponsors for the Premier League. EA becomes the first official Premier League partner to sponsor our Sky Sports coverage, as well as first to include social media rights.“This innovative partnership will come to life across multiple platforms and capture the excitement and scale only the Premier League can deliver.”
The video game developer is all set to end its 29-year alliance with FIFA. The agreement with Sky will be used to enhance the renamed EA Sports FC title beginning in 2023. EA Sports recently inked a €30 million per year naming rights collaboration with LaLiga that will last until 2028.