Manchester City Link Up With EA Sports

July 19, 2011

English Premier League soccer club Manchester City has linked up with global sports video game producer Electronic Arts (EA) in an innovative move into the virtual content market.

City announced the deal during a visit to EA’s campus in British Columbia, Canada, during the Barclays Premier League club’s pre-season tour of North America.

The partnership will see dedicated team-focused virtual content distributed through the club and the digital channels of the EA Sports division, including match simulations prior to the fixtures and unique visuals of the City stars in action.

Having captured 360 degree 3D head scan shots of the entire first team squad, EA Sports has, for the first time, recreated authentic representations of the players to be featured in the UK release of the FIFA12 game on September 30.

According to the club, EA Sports will also be investing in dedicated experiential gaming areas around City’s Etihad Stadium.

Manchester City’s chief brand and commercial officer, Ian Cafferky, said: “The reputation of EA Sports is unparalleled, both within the video game industry and around the world. 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.”

Nick Harford, football business lead at EA Sports, added: “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.” City won the FA Cup last season by beating Stoke City in the final and will play in the UEFA Champions League for the first time this coming season.