Video games publisher EA Sports has signed a three-year deal to sponsor Sky’s coverage of the Premier League.
The multi-platform deal was brokered between Sky Media and global media network mSix&Partners.
EA Sports Fifa, one of the world’s most popular football video game franchises, will appear before and after each of Sky’s 128 live matches on the dedicated Sky Sports Premier League channel including On Demand, and across digital touchpoints including Skysports.com, the Sky Sports App and Sky Sports social channels.
Jack Grealish, Virgil Van Dijk, Son Heung-min and Kai Havertz will be treated to unique creatives as part of their pre- and post-game viewing experience. EA Sports will draw parallels between real-life and game-play footage from the iconic Fifa series.
“EA becomes the first official Premier League partner to sponsor our Sky Sports coverage, as well as first to include social media rights,” said Brett Aumuller, Managing Director at Sky Media. “This innovative partnership will come to life across multiple platforms and capture the excitement and scale only the Premier League can deliver.”
Previous sponsors of the coverage were Ford and Renault.
“EA is one of the embedded accounts we have at mSix&Partners and this announcement is an exciting example of what close collaboration can achieve” said Abby Stanworth, Head of Partnerships at mSix&Partners.
The first creatives will be seen on Friday evening when Aresnal v Crystal Palace kicks off the new season.
