Video game developer EA Sports has entered into a global partnership with English Premier League football club Manchester United.
The three-year deal covers the 2016-17 to 2018-19 seasons and names EA Sports as United’s official football video games partner.
The partnership will initially focus on EA Sports’ new Fifa 17 title, which is released on September 27. United is promoting Fifa 17 through its social media channels by releasing in-game images.
The club will also be heavily involved in Fifa 17’s new game mode, The Journey, which will allow users to play the game from the perspective of Alex Hunter, an invented player who starts his career at United.
EA Sports will receive access to United players for promotional campaigns, while gaming pods will be set up at the club’s Old Trafford stadium and Aon Training Complex. A host of club-specific Fifa 17 content will also be available to fans online.
EA Sports earlier this week expanded its partnership with the Premier League to serve as the competition’s ‘lead partner’ for the three-year period covering the 2016-17 to 2018-19 seasons.
EA Sports has so far this summer agreed further deals with United’s Premier League rival Crystal Palace, as well as Italian Serie A champion Juventus and German Bundesliga champion Bayern Munich.