Manchester United partner EA Sports on eve of new season

Manchester United partner EA Sports on eve of new season
Manchester United have announced a new global partnership with video game developer EA Sports.

The three-year deal sees EA Sports, which earlier this week expanded its deal with the Premier League, become the official football video games partner of the 20-time English champions.

To launch the partnership, new in-game imagery has been released across United’s social media channels to promote the forthcoming 2017 edition of EA Sports’ hugely popular Fifa video game series.

Under the deal, EA Sports will have access to United players for what has been called ‘a unique Fifa tournament’ during the coming season. It will also install gaming pods at Old Trafford and at the club’s Aon Training Complex.  

"The ability to bring sports fans together is in EA Sports’ DNA,” United’s group managing director Richard Arnold said in a statement.

“By having these innovators on board with our family of global partners, we’re pledging to our 659 million followers that they can look forward to great content and concepts over the coming seasons.”

EA Sports’ renewed agreement with the Premier League, which saw the company step up to become a lead partner of the league, is worth more than US$28 million per year over the next three seasons, according to SportsBusiness Daily. Financial terms of its new United deal have not been released.

United begin their 2016/17 Premier League campaign with a trip to AFC Bournemouth on Sunday.

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