The defending Premier League (PL) champions, Manchester City FC have developed a sponsorship extension with their long-term partner and the video game developer, Electronic Arts (EA) Sports.
Since the alliance debuted in 2011, Manchester City and EA Sports have collaborated together to develop realistic digital experiences and compelling content for followers worldwide via the immersive world of EA SPORTS FC.
The incorporation of players from both the men’s and women’s squads in EA SPORTS FC content over the years, as well as special awards like Team of the Season and the selection of Erling Haaland as the cover hero for FC 24, has increased City’s star power in the FC domain.
Entering its fifth term and 13 years of successful collaboration, Man City’s brand is now more visible in the game due to the additional preference to make the Joie Stadium one of the first women’s stadiums accessible to players.
Moreover, the club’s decision to establish a professional Manchester City EA SPORTS FC Pro squad has allowed the collaboration to expand and work in the esports arena by providing customised content for gaming enthusiasts on dedicated Man City Esports channels.
EA has also proven an effective tool for new player introductions on social media, as seen most recently with Ilkay Gundogan estimating his FC 25 rating as part of his coming back to the side.
To commemorate the extension, a special compilation video has been developed which takes supporters on a nostalgic journey.
After 13 years of great cooperation, fans can still enjoy distinctive content from Manchester City and Electronic Arts (EA) platforms, including players, club legends, contests, and more.
Peter Laundy, SVP of Partnerships at City Football Group, commented, “We are extremely pleased to extend our partnership with EA SPORTS who have enabled us to expand our presence in the world of EA SPORTS FC and connect with a young demographic of new and existing fans, some of whom have chosen to follow Manchester City after engaging with us on the game. EA SPORTS have created a true legacy with FC and we are proud to have worked with them across multiple successful campaigns over the years that have authentically engaged our global audience in and off-the-pitch space. Together we have built a strong collaborative relationship and we are excited to see what the future holds for our partnership.”
James Taylor, Director of FC Partnerships, said, “A 13-year partnership is an incredible milestone, and we are thrilled to extend this partnership further with Manchester City. Through the years we’ve been able to collaborate on some iconic footballing moments and having both men’s and women’s teams feature in FC, we’re able to bring fans worldwide closer to the players and club they love.”
