Under the deal EA Sports branding will feature on all live on-screen broadcasts of Premier League matches - both domestically and internationally - and the company will work with the League’s broadcasters to enhance fan interaction elements of coverage through graphics, animations and other technology. EA’s video game licence with the League has also been extended as part of the new deal.
EA Sports additionally publish a Team of the Week on the Premier League's website and create a Player Performance Index to be used in television coverage and analysis, an within future FIFA games. The EA Sports Player Performance Index will replace Actim's player rating system.
“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, will provide to a level not seen before in professional football.”
The Premier League had not introduced a new sponsorship category since signing Budweiser as its official beer partner in 2002.
