PSP World

EA enters strategic partnership with IMG

Multi-year Agreement to Expand EA SPORTS Brand Footprint

Electronic Arts Inc. has announced a multi-year strategic partnership that joins EA SPORTS™, the world’s leading sports software brand, with IMG and its global network for marketing and licensing in sports and entertainment.

"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."

"We’re very pleased to be working with EA SPORTS, the clear leader in sports gaming," said Bruno Maglione, Co Managing Director of WW Licensing at IMG. "We’re excited by the many possibilities this partnership presents us. The potential of the EA SPORTS label to extend into other relevant consumer areas is both powerful and compelling."

Said Tim Rothwell, Co Managing Director of WW Licensing at IMG, "EA SPORTS has evolved into one of the most recognizable sports brands in the world. We at IMG look forward to being a part of extending the EA SPORTS brand into innovative business opportunities on a global scale and at premium quality."

Under the agreement, IMG will partner with EA SPORTS to license and market its brand in a variety of new product categories, which could include sports camps, gaming lounges, publishing products, performance apparel and more. Financial terms of the agreement were not disclosed.

For more information about EA SPORTS, please visit www.easports.com.

SOURCE Electronic Arts