Video game publisher EA Sports has signed a three-year deal to sponsor Sky’s coverage of the Premier League.
The cross-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 on points digital contact channels, including Skysports.com, Sky Sports App and Sky Sports social channels.
Jack Grealish, Virgil Van Dijk, Son Heung-min and Kai Havertz will be treated to unique creations as part of their pre- and post-match viewing experience. EA Sports will draw parallels between real-life and in-game footage from the iconic Fifa series.
“EA becomes the first official Premier League partner to sponsor our Sky Sports coverage, as well as the first to include social media rights,” said Brett Aumuller, chief executive of Sky Media. “This innovative partnership will come to life across multiple platforms and capture the excitement and scale that only the Premier League can deliver.”
Previous cover sponsors were Ford and Renault.
“EA is one of the integrated accounts we have at mSix&Partners and this announcement is an exciting example of what close collaboration can accomplish,” said Abby Stanworth, Head of Partnerships at mSix&Partners.
The first designs will be seen on Friday night when Aresnal v Crystal Palace kick off the new season.