EA Partners With IMG For Sports Brand Marketing

Electronic Arts has announced it has entered into a strategic partnership with sports marketing and licensing agency IMG, to bring its EA Sports label into the IMG sports global network. Through the partnership, IMG will license and market the EA Sports brand in a variety of product categories, which could include sports camps, gaming lounges, publishing products, performance apparel and more. Financial terms of the agreement were not disclosed. A spokesman for IMG highlighted EA Sports as "one of the most recognizable sports brands in the world," and said the company anticipates creating new business opportunities for the label. EA Sports president Peter Moore commented, "This is an exciting step in the evolution of EA Sports and our global brand marketing efforts. This partnership further diversifies our business by allowing us to take our brand deeper into the fabric of sports and lifestyle entertainment. In addition to developing the world’s top sports video games, IMG’s worldwide licensing and media expertise gives us the opportunity to establish creative new consumer touchpoints with EA Sports, both in games and in other relevant categories."