August 4 – EA Sports has signed on to become an Official Partner of the English Football League (EFL), in a six-year agreement to become the league’s on-screen data partner and the first sponsor of the new digital streaming service, iFollow, that launches with the season kick-off tonight (Friday).
EA Sports is already an EFL partner having been an official licensee for its FIFA video game for the past eight years. The partnership will also see EA Sports use the EFL as a marketing platform to promote EA Sports FIFA 18, aimed at reaching the league’s increasingly global audience of fans.
Under the new deal EA Sports can use the Official On-screen Data Partner of the EFL and Official Digital Streaming Partner of EFL Digital designations.
The sponsorship enables EA Sports to integrate into the matchday experience at the EFL’s 72 clubs with interactive activations planned at grounds around the country. The agreement includes the finals of the EFL’s cup competitions at Wembley as well as the play-off finals. No value was given for the deal.
Dan Holman, Director, EA SPORTS FIFA Partnerships, said: “Our aim is to deliver personalised and authentic season-long content and build a closer connection to both the clubs and their fanbases.”
The iFollow platform is the EFL’s breakout broadcast initiative that will see more than 1,500 matches streamed live. Available to fans outside the UK and Ireland, the digital stream will broadcast matches that are not being televised live in national markets as part of an existing broadcaster’s rights package. This enables fans living abroad or new fans in the market to follow their chosen teams.
The new digital platform replaces the current club websites and PlayerHD product for 58 of the 72 EFL clubs that have signed up. Clubs have rebranded player platforms with the iFollow notation before the club name or nickname eg iFollow Wigan Athletic or iFollow Bees. A season pass subscription costs £110.
EFL Chief Executive, Shaun Harvey, said: “The new iFollow platform provides a significant opportunity and new revenue stream for EFL Clubs that will also present fans living abroad with improved and regular access to the team they support, week in week out.
“This new partnership will also enhance our traditional broadcast coverage globally as well providing EA SPORTS with an important marketing and communications vehicle that will assist in the continued engagement of their target audience.”
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