The English Premier League has signed a four-year deal with Electronic Arts as its first official sports technology partner.

“As the most-watched domestic football competition in the world, the Barclays Premier League delivers tremendous global exposure and direct access to one of the most passionate football audiences in the world,” said Matt Bilbey, vice-president of football at EA Sports. “Partnering with the Premier League further establishes EA Sports and its Fifa franchise as the ultimate, authentic football gaming experience.

“We look forward to adding further in-game authenticity with the direct access to the Player Performance Index as well as releasing new ways to leverage our technology to enhance the fans enjoyment of Barclays Premier League football on and beyond match day each week.”

Under the new partnership, EA Sports branding will be featured on all live on-screen broadcasts of Barclays Premier League matches, and the company will work with the league’s broadcasters to enhance fan interaction elements of coverage through graphics, animations and other technology. In addition, EA Sports has extended its use of Premier League licences in its Fifa football games, and the company will sponsor the Premier League’s Player Performance Index and Team of the Week on the Premier League’s website.

“We are extremely pleased that EA Sports has had the foresight to enter into this exciting new partnership that will connect with Barclays Premier League fans in new and inventive ways,” said Premier League director of sales and marketing, Richard Masters. “Fans have a thirst for statistics and information and that is something that the Premier League, working with EA Sports, will provide to a level not seen before in professional football.”

The English Premier League has not introduced a new sponsorship category since signing Budweiser as its official beer partner in 2002.

This story appeared first on SportsProMedia.com

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