Bayern Munich play on with EA Sports deal
The global partnership will include cross-marketing and content collaboration initiatives that will bring a greater level of authenticity to Bayern Munich players and their home-stadium, the Allianz Arena, in the next edition of EA Sport’s flagship soccer game, Fifa 17.
In addition, the content collaboration will provide fans of the German champions with EA Sports’ Fifa 17 gaming pods, which will be located throughout the Allianz Arena on match-days. They will also promote fan and player content hosted on EA’s and Bayern’s digital platforms, as well as in-game experiences such as tournaments and other events.
No terms of the deal were revealed.
“We realise gaming is a powerful tool for reaching millions of engaged fans around the world,” said Bayern Munich’s chief executive Karl-Heinz Rummenigge. “We also know the size of the gaming community continues to rise. Therefore our partnership with EA Sports is a very important step for our future.”
“Two leading global brands partnering ultimately brings tremendous value to our fans in Germany, the U.S., and worldwide.”
Jamie McKinlay, vice president of marketing, EA Sports added: “Creating the most immersive, authentic experiences for our players is our goal, which is why a partnership like this one, with one of the top clubs in the world, is important for us.
“With access to Bayern players and the Allianz Arena, we’re able to bring players closer to the game and the club – as well as plan exclusive opportunities for our players to connect with the team beyond the game.”
Bayern Munich have won the German Bundesliga title a record 26 times, including the recent 2015/16 edition under manager Pep Guardiola. The Spaniard has since left the club to join Premier League side Manchester City but the Bundesliga champions replaced him with the three-time Uefa Champions League winner Carlo Ancelotti.
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