Man City Extends EA Sports Partnership
Manchester City has renewed its partnership with global video game company, EA Sports, who will continue as the official gaming partner of the Barclays Premier League club with activation expected ahead of the latest FIFA game launch in September.
The club is currently preparing for the Barclays Asia Trophy pre-season tournament, with the three-year renewal announced in Hong Kong, where City will play a friendly match against South China on Wednesday.
Gaming pods, featuring the latest EA Sports’ FIFA game, will be installed in the family stand at City’s Etihad Stadium home, while an ‘experiential gaming hub’ will be set up outside the ground in City Square, the club’s fan entertainment area.
The innovative EA Sports-branded hospitality box, installed at the Etihad as part of the original deal, will also continue.
To mark the announcement, EA Sports and Manchester City are giving fans the chance to vote for the three City players they would like to see on the front of the free to download FIFA 14 City cover, which will be available on 27th September, when the game launches in the UK.
City’s chief commercial and operating officer Tom Glick, said: ‘EA Sports is one of the best known brands in the world, not only within the games industry, but also among sports fans the world over.’
‘Proof positive of the appeal to our supporters is that registrations among City fans for FIFA 13 – one of the all-time top selling global games- has way exceeded the 400,000 mark. This is a remarkable figure and is testament to the strength of this now established partnership.’
EA Sports’ vice president of marketing Jamie McKinlay added: ‘The club has proved themselves to be forward thinking in their approach, with a willingness to expand and digitise their partnership efforts through EA Sports FIFA. This has proved a huge success and we’re only too pleased to be able to continue our relationship.’
Meanwhile, the 2013/14 season will see Manchester City play in a new Nike-designed away kit, reportedly honouring the club’s history and founding fathers, after the club launched its new second strip this week.
