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EA Sports Signs With IMG, Renews NFL License

Electronic Arts has entered into a strategic partnership with sports software brand IMG, to bring its EA Sports label into the IMG sports marketing and licensing global network. Through the partnership, IMG will license and market the EA Sports brand

April 6, 2018

1 Min Read

Electronic Arts has entered into a strategic partnership with sports software brand IMG, to bring its EA Sports label into the IMG sports marketing and licensing 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.

In other news, Electronic Arts announced an extension of its exclusive licensing relationships with the National Football League and NFL Players to develop, publish, and distribute interactive football video games. These agreements—which were negotiated separately and are extensions of contracts originally signed in December 2004—provide EA continued rights to NFL teams, stadiums, and players for its critically acclaimed and best-selling football video games through the end of the 2012 season, which culminates in February 2013.

Both agreements include all aspects of the interactive experience, including console and handheld games as well as console-based online features. The agreements also provide EA access to both NFL Films and the NFL Network to enrich its game experiences.

Additionally, EA announced that the NCAA Football franchise is set to debut on the Nintendo Wii. NCAA Football 09 will also be released on the Xbox 360, PS3, PS2, and PSP.

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