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Sportfive, the international sports marketing agency, has been named the official sales partner for upcoming soccer video game EA Sports FC.

Through a deal struck with the game's developer Electronic Arts (EA) Sports and announced yesterday (May 25), Sportfive is tasked with securing and managing commercial partnerships for the title.

It continues the agency's relationship with EA, having previously worked on marketing and rightsholder relationships, strategic consulting, and campaigns with professional soccer clubs for the FIFA title that EA Sports FC will succeed when it is launched later this year.

It was announced in May 2022 that the long-standing partnership between EA Sports and soccer's global governing body FIFA would be coming to an end after the two could not agree on a new deal.

Carl Woodman, UK managing director and president of global sales at Sportfive, said: “For almost two decades we have had a strong relationship with EA Sports across the biggest sports video game franchise in the world.

"This moment presents a fantastic opportunity for potential partners to be associated with EA Sports FC from the beginning. Sportfive and EA Sports have a long history together with the sports marketing agency providing support to both EA and its partner football clubs.

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“We are very proud to further strengthen our relationship and to accompany EA Sports on their journey building the future of interactive football.”

Earlier this week, it was announced that Sportfive has also partnered with the Saudi Esports Federation to provide strategic sales support and project management.