EA Sports has renewed its partnership with Liverpool FC – taking the sponsorship deal beyond a decade.
It will remain the club’s “official football simulation game partner” across its men’s and women’s teams, with an increased focus on LFC Women.
That will mean more content featuring the team, including activity from the AXA Melwood Training Centre.
“We’re delighted to continue our relationship with EA SPORTS and extend a partnership that will now span more than a decade,” said Ben Latty, Chief Commercial Officer at Liverpool FC.
“Over that time, we’ve worked together on some brilliant campaigns and content, finding new ways for our supporters around the world to engage with the club through gaming.
“What’s particularly exciting about this next chapter is the opportunity to build on that even further. An important part of that is the increased focus on Liverpool FC Women. We want our partnerships to represent the whole club, and we’re looking forward to working with EA SPORTS to create more content and experiences around the women’s team.”
READ MORE – Exclusive: Why the games sector is a ‘significant asset’ generating £220m for Liverpool City Region
Content, such as the annual player Ratings Reveal, have generated more than 115m views and 6.6m engagements across the club’s social channels.
The announcement coincides with the launch of FC27, with Liverpool set to feature prominently across the new game, particularly in its new “The Grounds” shared football playground, where players will be able to unlock LFC x adidas items.
Reds forward Rio Ngumoha was recently announced as a global ambassador for EA SPORTS FC, joining the club’s new signing Bradley Barcola.
WATCH – Exclusive Behind the Scenes of eChampions League at Dock10 studios
“We’re incredibly proud to continue our long-standing partnership with Liverpool FC, a club defined by its history, global influence and one of the most passionate fanbases in world football,” added James Salmon, Senior Director of Partnership Marketing at EA Sports FC.
“For more than a decade, we’ve shared an ambition to bring football and gaming closer together, and we’re excited to build on that relationship across the whole club and create even more meaningful connections with Reds around the world.”