Video game developer Electronic Arts has partnered with American football league the NFL to launch a new competitive gaming and esports event in what is claimed to be the biggest commitment to the sector by a US professional sports league.
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How the league which is home to some of the biggest clubs in world football is looking to eSports to grow its brand at home and abroad. Rubido Fano may not score goals for Barcelona, boss the Real Madrid midfield or make goal-saving tackles for Valencia, but right now he – and others like him – are an important part of LaLiga’s brand development and fan engagement plans.
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US sports broadcaster ESPN has made its first long-term commitment to esports through an agreement with games developer Electronic Arts and the NFL American football league to support the EA Sports Madden NFL 18 Championship Series.
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