EA Sports renews Premier League partnership to 2019
The videogame publisher, which is behind the long-running and best-selling Fifa soccer titles, will continue as the official sports technology partner of the English top flight until 2019.
The agreement now includes sponsorship of the Goal Decision System, which is based on Sony's Hawk-Eye technology and will also make its first appearance in the game this year. EA branding will appear on broadcast overlays whenever the system is used.
The deal is also marked by a deeper integration of Premier League and club properties in the latest entry in the Fifa series, Fifa 15. All 20 grounds in the division have been fully modelled for use in the game, while scans have been made of the heads of over 200 Premier League players.
3D printed busts of several players heads were on show at the confirmation of the renewal at Tottenham Hotspur's White Hart Lane stadium, where Christian Eriksen made a personal appearance alongside his reproduction.
Richard Masters, the director of sales and marketing at the Premier League, described the game as a "great marketing platform", saying: "It's better than ever and more real than ever. The guys have been doing more filming at Premier League stadiums and of players than ever before and we're really excited by that. The Premier League has more fans playing Fifa than any other league and we believe that this partnership will help extend the popularity of the league."
"It gives us great pleasure to extend our relationship with the finest league in the world," added EA chief operating officer Peter Moore. "It's been an important part of the Fifa recipe for success over the past decade, and in fact for the past four years where we've taken our licensing relationship to a full sponsor relationship."
Premier League chief executive Richard Scudamore, who did not attend the launch event, said in a statement that the competition was "extremely pleased" with the renewal, adding: "[EA Sports] have worked with our clubs to enhance the Premier League element of Fifa 15 like never before and, combined with their sponsorship of the EA Sports Player Performance Index and our Fantasy Premier League game, they continue to engage with football fans in a variety of innovative ways."
In a separate deal, EA Sports is also the lead sponsor of Professional Game Match Officials Limited (PGMOL). Its logo appears on the sleeves of referees and assistant referees throughout English professional soccer.
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