EA Sports will get a promotion during Sky’s Premier League coverage, report says

Electronic Arts (EA) Sports has signed a new partnership with Sky Sports which will see the games company sponsor the UK pay-TV network’s Premier League coverage, the two parties have confirmed.

The deal, which will come into effect from the 2022/23 season, will see EA Sports branded content used in Sky’s Premier League coverage until the end of the 2024/25 campaign, using a mix of gameplay video of FIFA game series with real life action. The tie-up also includes campaigns on Sky Sports’ digital channels.

“The timing is perfect as we evolve as a brand and we are delighted to kick off this multi-year partnership, providing a unique opportunity to connect with Premier League fans through broadcast, social and interactive experiences,” James Salmon, Chief Marketing Officer of EA Sports, Told Advertising week.

Brett Aumuller, Managing Director of Sky Media, added: “We are absolutely delighted to announce that EA Sports will join our list of stellar Premier League sponsors. EA becomes the first Official Premier League Partner to sponsor our Sky Sports coverage, as well as the first to include social media rights.

“This innovative partnership will come to life across multiple platforms and capture the excitement and scale that only the Premier League can deliver.”

As the video game producer prepares to end its landmark 29-year football simulation series partnership with the game’s world governing body Fifa, the Sky deal will be leveraged to promote the title renamed EA Sports FC from 2023. The deal with Sky comes after EA Sports recently signed a €30m-a-year naming rights partnership with Spanish football’s LaLiga which runs until 2028.

In other Premier League news, new research by Finder.com has revealed that more than 1.2 million UK-based fans have admitted to illegally streaming at least one top-flight English football match last night. last season. More broadly, the study found that more than two million UK consumers surveyed said they had illegally watched sports coverage in the past 12 months.

On the legal side of the media sector, the Premier League has signed a free-to-air rights (FTA) agreement with South African public broadcaster SABC, as well as the extension of its agreement with IMG’s Sport 24 channel. for airlines and cruise lines, until 2025.