Man City scores with games giant EA Sports

MANCHESTER City FC has signed a partnership deal with sports video game company, Electronic Arts Inc.

The deal was announced at EA’s base in British Columbia as part of City’s summer tour of Canada.

City described the deal as “unprecedented in both its scale and scope within the computer game industry”.

The partnership between the club and the developer of the popular FIFA soccer game, will see dedicated MCFC virtual content be distributed through the Club and EA SPORTS’ digital channels, including MCFC match simulations prior to the fixtures and unique visuals of the City stars in action.

For the first time in the studio’s history, it has created a virtual kit launch and this is just the first of a series of content innovations that EA SPORTS will create for Manchester City fans. 

It mean than fans can now watch the team play in the new home kit and score a goal for the very first time this season.

EA SPORTS will also be investing in dedicated experiential gaming areas, in around the Etihad Stadium, to further enhance City Square and the family zone within the concourse.

Nick Harford, football business lead at EA SPORTS, said ““We are delighted to be entering into a dynamic new partnership with Manchester City.

“Through this agreement, EA SPORTS will invest in the creation of bespoke content and experiences that bring Manchester City fans across the globe closer to the team they love.”

Ian Cafferky, chief brand and commercial officer at City added: “The fact that a company of EA’s calibre has joined our stable of valued partners, shows a clear indication of the club’s growth and appeal to a global audience.

“Many of our supporters, not to mention first team players are huge fans of FIFA. The deal with EA SPORTS was therefore a natural fit and the beginning of what I know will be an exciting partnership.”