By Gary Symons
TLL Editor in Chief
Electronic Arts Inc. says it has signed a series of new multi-year partnerships for EA SPORTS FIFA 23, and including the new EA SPORTS FC brand.
The new deals include 30 separate football (soccer) leagues around the world, and comprise 100 stadiums, 700 teams, and 19,000 players.
“EA SPORTS has always led with unrivaled authenticity and cements its commitment to fans by delivering the most realistic experience of the World’s Game, with even more of the world’s most distinguished leagues, clubs, athletes, and stadiums,” the company said.
These deals are hugely significant in the wake of an “amicable divorce” between EA SPORTS and its long-time partner FIFA, the world soccer body.
FIFA announced the breakup in May with a headline saying, “FIFA diversifies its gaming rights and launches new non-sim football games alongside EA SPORTS franchise,” and went on to claim the move would allow it to work with a wider selection of partners.
“I can assure you that the only authentic, real game that has the FIFA name will be the best one available for gamers and football fans,” said FIFA president Gianni Infantino. “The FIFA name is the only global, original title. FIFA 23, FIFA 24, FIFA 25 and FIFA 26, and so on—the constant is the FIFA name and it will remain forever and remain THE BEST.
“The interactive gaming and esports sector is on a path of unrivalled growth and diversification,” Infantino added. FIFA’s strategy is to ensure we can make the most of all future options and ensure a wide range of products and opportunities for gamers, fans, member associations and partners.”
Some observers in the video game sector say FIFA has set itself a daunting task, as EA SPORTS is, by far, the largest and most experienced producer of sports-related video games in the world.
For its part, EA SPORTS set the goal immediately to continue its domination of football video gaming by signing a wave of new deals with regional leagues, and said the new arrangement will actually improve its games.
Recently, EA SPORTS announced a groundbreaking agreement with LaLiga, which will include title naming rights for all LaLiga competitions, a complete rebrand of LaLiga in partnership with EA SPORTS and all new in-game integrations, broadcast highlights and joint commitments to support grassroots initiatives. With the additions of Serie BKT and renewals with Major League Soccer, Liga Profesional de Fútbol de Argentina and Saudi Pro League, EA SPORTS continues to represent fans globally.
New club partnerships include Celtic F.C., Rangers F.C., and Mamelodi Sundowns F.C., in addition to an extended partnership with Tottenham Hotspur F.C. and multi-year agreement with storied Italian club Juventus that integrates the club’s stadium, along with official club crests, kits and players, whilst also unveiling footballers Claudio Marchisio as a FIFA Ultimate Team™ Hero and Dušan Vlahović as an ambassador for EA SPORTS FIFA 23.
Additionally, players will be able to experience all new gameday atmospheres by playing in some of the world’s most iconic stadiums including Boca Juniors’ La Bombonera, SC Freiburg’s Europa-Park Stadion, LA FC’s Banc of California Stadium, Juventus’ Allianz Stadium, CA Osasuna’s El Sadar Stadium, Real Valladolid CF’s Zorilla Stadium, Philips Sport Vereniging Eindhoven’s Philips Stadion, and Manchester City Womens’ Academy Stadium.
EA SPORTS will also continue to sponsor Match Officials in the Premier League, Emirates FA Cup and across the English Football League through its partnership with the Professional Game Match Officials Limited (PGMOL), while sponsoring Match Officials in the Barclays Women’s Super League, Barclays Women’s Championship, FA Women’s Continental Tyres League Cup and the Vitality Women’s FA Cup for the very first time.
EA SPORTS FIFA 23 is the only place fans can play on the world’s biggest stage in both the men’s and women’s FIFA World Cup™ tournaments, as well as in the iconic UEFA Champions League, UEFA Europa League, UEFA Europa Conference League, CONMEBOL Libertadores, CONMEBOL Sudamericana, Premier League, LaLiga Santander, Bundesliga, Ligue 1, and Serie A, all in one game.
A full list of partners can be found here.
FIFA 23 is developed by EA Vancouver and EA Romania and will be available worldwide on PlayStation 5, Xbox Series X|S, PC, Stadia, PS4, and Xbox One Sept. 30. Early access for FIFA 23 Ultimate Edition begins Sept. 27.