EA deal with Sky Sports signals intent for football streaming service

Immediately following the announcement of the Real Highlights partnership with Spain’s LaLiga, EA has announced a new partnership with Premier League broadcaster Sky Sports.

As part of the three-year deal, EA Sports will feature prominently in Sky’s live coverage of the Premier League.

deal closed

A new multi-year deal between EA and Sky has been confirmed as the gap between the virtual world and reality continues to close.

Sky’s official statement reads as follows:

Electronic Arts (EA) and Sky Media today announced a sponsorship agreement that sees video game company Sky Sports sponsor broadcast the Premier League from the start of the 2022/23 season to the end of the 2024/25 season.

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The three-year cross-platform deal was brokered between Sky Media and global media network mSix&Partners.

EA SPORTS FIFA – the world’s largest sports video game franchise – will be streamed live on Sky Sports immediately before and after each of the exclusive 128 Premier League matches per season, including on non-live Premier League programming on the dedicated Sky Sports Premier League channel On demand and via digital touchpoints such as Skysports.com, the Sky Sports app and Sky Sports social channels.

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Beginning August 5, 2022, fans who tune in to watch the likes of Jack Grealish, Virgil Van Dijk, Son Heung-Min and Kai Havertz will be treated to unique creative content as part of their pre- and post-game experience.

EA SPORTS will draw parallels between real-life and gameplay footage from the iconic FIFA series, which will be played back digitally in the form of premium display and video campaigns on the Sky Sports website and sponsorship of Premier League content on Sky Sports’ Facebook, Twitter and Instagram social channels.

blur the lines

Every year we see video games getting more realistic and FIFA 23 will be no different after unveiling the exciting Matchday Experience.

EA Sports FIFA Marketing Director James Salmon echoed that statement, saying, “This is a significant sponsorship for EA SPORTS, which underscores our long-term commitment to providing authentic experiences for football fans worldwide.”

“We are delighted to be part of the Premier League experience on Sky Sports with bespoke content that blurs the lines between the virtual and real worlds of football.”

Innovative partnership

Brett Aumuller, Managing Director at Sky Media, was equally enthusiastic about the deal.

“We are very pleased to announce that EA SPORTS has joined our outstanding Premier League sponsorship roster,” he said.

“EA becomes the first official Premier League partner to sponsor our coverage of Sky Sports [the] Include social media rights first.

“This innovative partnership will come to life across multiple platforms, capturing the excitement and scope that only the Premier League can deliver.”

EA Sports FC streaming service

Deals with Sky Sports and LaLiga signal EA’s intention to feature real football in their FIFA (soon to be EA Sports FC) titles.

From 2023/24, fans will be able to watch in-game LaLiga highlights, so the next logical step would be to also host Sky Sports coverage.

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While Sky isn’t the exclusive owner of the Premier League broadcasting rights, it would certainly be appealing to fans of the game.

There’s a chance more leagues will join as many have great relationships with EA, so a football streaming service could be on the horizon.

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