German men's soccer’s Bundesliga has renewed its long-standing partnership with major video game developer Electronic Arts (EA).
Under the extended agreement, the top-flight Bundesliga and second-tier Bundesliga 2 will continue to feature in the popular EA Sports FC title.
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The video game will retain licensing rights to clubs, players, and stadiums from Germany's top two professional leagues in both EA Sports FC 27 and FC Mobile.
The Bundesliga and EA will expand their collaboration across content, intellectual property, emerging technologies and innovation, including through the advanced football data and tracking capabilities of Tracab, the advanced optical tracking and real-time sports data system owned by EA.
The partnership will also explore new ways to engage supporters through the EA Sports App.
EA Sports has been an official partner of the Bundesliga since 1998, in what is claimed to be one of the longest-running collaborations in sports.
EA Sports FC is also a long-term partner of the Virtual Bundesliga, the league's official esports competition, and the presenting partner of the Bundesliga’s Player of the Month and Player of the Season awards.
Peer Naubert, chief commercial officer and member of the management board of Bundesliga Media, said: “Since 1998, EA Sports and the Bundesliga have built one of the most enduring and successful partnerships in global sports and entertainment, united by trust, innovation, and a shared commitment to fans,”.
“As football fandom continues to evolve, we are excited to build on that legacy and create new ways for millions of supporters worldwide to experience and engage with the iconic clubs of the Bundesliga and Bundesliga 2.”
In terms of recent commercial deals, the Bundesliga announced a new three-season partnership with soft drinks giant Coca-Cola late last month.
Meanwhile, EA announced a new licensing and marketing partnership with the Brazilian soccer governing body, CBF, in May.
