Video game developer EA Sports has expanded its partnership with the English Football League, which operates the three club divisions below the top-tier Premier League, to become the first sponsor of the organisation’s new iFollow streaming service.
The deal will run for six years, with EA Sports becoming the EFL’s on-screen data partner.
EA Sports, a long-standing partner of the EFL, also becomes the first sponsor of iFollow, which, starting from the 2017-18 season, will provide live streaming of more than 1,500 EFL matches globally.
EA Sports will benefit from a presence on domestic and international broadcasts to over 175 countries and territories around the world, with its branding set to appear on all broadcast fixtures.
EA Sports will also use the EFL as a marketing platform for its new Fifa 18 title, which will be released next month.
In addition, EA Sports will become more involved with the match-day experience with interactive activations to take place at EFL grounds around the country. This initiative will include the EFL’s five showpiece finals at Wembley.
EFL chief executive Shaun Harvey said: “The new iFollow platform provides a significant opportunity and new revenue stream for EFL clubs that will also present fans living abroad with improved and regular access to the team they support, week in week out.
“This new partnership will also enhance our traditional broadcast coverage globally as well providing EA Sports with an important marketing and communications vehicle that will assist in the continued engagement of their target audience."