Manchester City to create in-house FIFA esports show

Manchester City to create in-house FIFA esports show
EA Sports, producer of the FIFA gaming series, has become the official gaming partner of English soccer champions Manchester City as part of an new expanded global partnership with City Football Group (CFG).

The arrangement, which also includes City’s CFG-owned sister clubs New York City FC and Melbourne City FC, builds on EA Sports’ existing partnership with the Premier League giants, to include a monthly lifestyle gaming show.

The programme, created by the club’s in-house channel CityTV, will debate the latest trends in soccer and gaming, focused on individual players and teams involved in the FIFA franchise.

Damian Willoughby, CFG’s Senior Vice president of Partnerships, said: “This partnership is significant for City Football Group. By enhancing our existing Manchester City partnership and becoming a global partner for the group, we’re excited to break into new ground within the gaming industry.

“We know that playing EA Sports FIFA entices gamers to become lifelong football supporters so having all three clubs represented in FIFA 20 provides us with a unique opportunity.

“Our presence in esports has grown significantly over the past three years with each club having a selection of esports players, an exciting content strategy in place and hosting a series of events including tournaments for fans to participate in. 

“We look forward to working with EA Sports in what continues to be a very innovative and exciting area.”

Each club will develop its own strategy for fan engagement and will continue to have esports players representing the club at big tournaments globally. The deal also adds to EA Sports portfolio of team name and branding rights.

EA’s UK Manager Samantha Ebelthite said: “We always aim to blur the lines between the virtual and real worlds of football. Through working with City Football Group on esports, content and fan engagement initiatives, we are delighted to do this by bringing fans closer to the clubs that they love.

“It’s fantastic to become the group’s Official Football Action Simulation Gaming Partner and we’re looking forward to a successful partnership.”

Related Articles

Share On


The latest commerical details, groundbreaking interviews and industry analysis, free, straight to your inbox.

SoccerExpert Signup

Sign up today to receive the newsletter.

Soccerex Reports

Soccerex 20 under 21

With the increasing value being attributed to young players, this report provides insight into the hottest prospects on the market.

Football Finance

Soccerex Football Finance 100 is an exclusive annual report that compiles a ranking of the world’s most financially powerful clubs.



Follow us on twitter to receive our latest market insight, industry interviews and news about our upcoming events.

Would you like to see Soccerex's content opportunities? Click here