EA has announced a multi-year strategic partnership that joins EA Sports with IMG, the sports, entertainment and media enterprise.
Under the agreement, IMG will work with EA Sports to market its brand, which could result in sports camps, gaming lounges, publishing products and performance apparel.
This is an exciting step in the evolution of EA Sports and our global brand marketing efforts,” said Peter Moore, president, EA Sports. This partnership further diversifies our business by allowing us to take our brand deeper into the fabric of sports and lifestyle entertainment. In addition to developing the world's top sports videogames, IMG's worldwide licensing and media expertise gives us the opportunity to establish creative new consumer touchpoints with EA Sports, both in games and in other relevant categories.”
Financial terms of the agreement were not disclosed.