EA Sports is “in the game.” Soccer that is.
Just days after reinforcing its partnership via a new contract with the Premier League to solidify its “lead partner” status, EA inked a three-year global deal with Manchester United FC.
With the deal, EA will become the club’s official video game partner. The digital focus of the Manchester deal will center specifically around the upcoming release of FIFA 17 on PS4 and Xbox One. The kick-off includes in-game imagery displayed across the club’s social media channels.
Included in the deal, fans will be able to access special content including, social campaigns, wallpapers and other FIFA 17 additions. Fans will also be able to play with Paul Pogba back at the club where he started his illustrious career under the glimmering floodlights of Old Trafford when the game is released in late September.
The biggest slice of the pie? A special place in FIFA 17’s game play with a narrative-driven mode dubbed, The Journey. Users will play out the story of Alex Hunter, a young apprentice who is getting his first shot at the Premier League’s bright lights.
“We are very excited to be joining Manchester United as a global partner,” said EA Sports vice-president of marketing, Jamie McKinlay. “It’s a great opportunity for us to create even more authentic experiences for our players and bring fans of one of the most storied clubs in the world closer to the team and its star-studded line-up.”
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United is not unfamiliar with partnerships, just look at their track record. After this deal, the club has inked 24 official global partners. Through their regional, media and financial partners, Manchester has over 70 commercial contracts – almost as many medals as Michael Phelps, almost.
EA also plans on tapping into its eSports roots by enlisting some of the club’s players to compete in a one-off FIFA tournament setting up gaming pods around Old Trafford and Manchester side’s Aon training complex.
Manchester is setting its sights on the future generation and today’s youth with the EA Sports partnership. Manchester United group managing director, Richard Arnold believes this is just the beginning as he expects “great content and concepts over the coming seasons.”
The young demographic is key in EA Sports’ approach with FIFA, and is just as valuable to Manchester. “This announcement will no doubt excite many of our younger fans, and indeed some of our players, who will have grown up with the franchise and other EA SPORTS phenomena,” said Arnold.
For video gamers everywhere and Manchester super fans, I am sure the anticipation is at its boiling point. It is the kind of feeling you get when you wait up all night for the midnight release of a blockbuster movie.
Regardless, EA Sports appears to be pulling out all the stops in preparation for the release of yet another one of their FIFA seasons. Another year, another $59.95 well spent.