LFC and EA SPORTS renew successful partnership

AnnouncementLFC and EA SPORTS renew successful partnership

Published 21st February 2022

Liverpool FC and EA SPORTS are building on their successful relationship with a new long-term extension of the partnership.

After joining forces in July 2019, the partnership has seen LFC and EA SPORTS working together to create bespoke and engaging content for Reds to enjoy across the globe and help them connect closely with football entertainment.

Over the past two years, EA SPORTS’ content has been well received by fans, with the now-annual series of the entertaining FIFA Ratings Reveal videos generating more than 64 million cross-platform views across the club’s social channels during the past three seasons.

The LFC and EA SPORTS FIFA 20 Ratings Reveal video is still the club’s most-viewed YouTube video of all time. Currently, LFC and EA’s FIFA 22 Ratings Reveal video is ranked number one in terms of views on YouTube compared with other European club content.

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Continuing as the club’s official football simulation game partner, EA SPORTS is looking to build on the past few years’ success and continue to innovate with LFC to connect the club to fans in Liverpool and all around the world. The new deal provides EA SPORTS with more access to men’s and women’s players, digital rights, former players and LFC events.

Drew Crisp, senior vice-president of digital at Liverpool FC, said: “The exciting worlds of football, online gaming and e-sports are becoming increasingly intertwined, as fans seek new digital engagements as a means to connect with footballing action across physical and virtual settings.

“Throughout our partnership with EA SPORTS, we have worked hard to give our supporters unique content and more opportunities to engage with Liverpool FC through the innovative and exciting world of e-sports.

“We are delighted to be extending our relationship and look forward to seeing what else we can achieve together through the power of gaming and play.”

David Jackson, VP of brand at EA SPORTS FIFA, said: “We’re excited to renew our partnership with Liverpool Football Club and continue collaborating on ways to bring LFC fans across the world together more closely than ever before.

“This renewed partnership cements an already flourishing relationship with Liverpool FC, whose fans continue to engage with EA SPORTS content and digital activations in unprecedented numbers year after year. We couldn’t be more energised to create the digital future of football together.”

EA SPORTS FIFA 22 is available to buy now on PS5, Xbox Series X, PC, PS4 and Xbox One.

Published 21st February 2022