French soccer champions Paris Sant-Germain (PSG) and video game developer Electronic Arts (EA) have expanded their partnership through to 2024.
First teaming up in 2011, the renewed deal sees EA Sports serve as a premium partner. It now means FIFA 20, the latest release in EA’s soccer game series, will get additional club assets, enabling it to provide gamers with more realistic content when they play.
It also includes the co-creation of digital content to help promote the new title and the setting up of international events throughout the season, including the club’s pre-season tours abroad.
Marc Armstrong, chief partnerships officer at PSG, said: “We know that a large proportion of the people who engage with Paris Saint-Germain, not least our fans all over the world, regularly play the various games created by EA Sports. The extension of this partnership is also a way for the club to strengthen its relationship with its fans.”
Antoine Cohet, senior marketing manager at Electronic Arts, added: “We have chosen to strengthen our commitment to the club and give ourselves the freedom to create new content that will captivate the community. Paris Saint-Germain’s fans will continue to have the chance to play with their club and their favourite players with increasingly unrivalled authenticity on FIFA.”
PSG, who are bidding for their seventh Ligue 1 title in eight years this season, have made a number of other gaming-related commercial deals in the close season. In July, they named Clash of Clans developer Supercell as their official gaming partner and inked a six-figure shirt sponsorship with online bookmaker Betway for one of the teams in their esports division, PSG.LGD.