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Bayern says game on with EA Sports deal

Video game developer EA Sports has entered into a global partnership with German Bundesliga football club Bayern Munich.

The partnership, terms of which were not disclosed, will focus on the promotion of EA Sports’ Fifa 17 title, which is scheduled for release on September 27.

Under the agreement, Fifa 17 gaming pods will be situated around Bayern’s Allianz Arena, while fan and player content will be showcased on the club’s and EA Sports’ digital platforms. Fifa 17 tournaments and events will also be organised.

In addition, EA Sports will further enhance the appearance of select Bayern players and the Allianz Arena for Fifa 17.

“We realise gaming is a powerful tool for reaching millions of engaged fans around the world,” Bayern chief executive Karl-Heinz Rummenigge said. “We also know the size of the gaming community continues to rise. Therefore our partnership with EA Sports is a very important step for our future. Two leading global brands partnering ultimately brings tremendous value to our fans in Germany, the US, and worldwide.”