November 2 – Premier League Brentford have unveiled a new partnership with video game platform SEGA and its Football Manager simulation game for the launch of Football Manager 23 this month.
Football Manager branding will be positioned next to the technical areas and dugouts for the remainder of the season. A series of activations and competition will be run to promote the game.
James Parkinson, Brentford’s commercial director, said: “Just like at Brentford FC, the Football Manager game allows the user to understand data and analytics to advise on their decision-making around player trading, talent development and matchday team selection. We have a great relationship with our neighbours at SEGA and are looking forward to developing that further through this partnership.”
SEGA’s European Head Office is based adjacent to the Gtech Community Stadium. The club will work with SEGA on several community-based initiatives through the Brentford FC Community Sports Trust.
Richard Trafford, Head of Partnerships and Business Development at Sports Interactive, said: “Brentford have achieved a meteoric rise to the Premier League from League Two in 2008. The Club’s strategic approach to player recruitment is a model all Football Manager players attempt to emulate. The partnership is a natural fit and we will be working with the Club across a number of fan-led activations in the coming months including a FM Matchday Predictor Game and training ground experience.”
No value was given for the deal.
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