AnnouncementLiverpool FC and EA SPORTS FC renew long-standing partnership
EA SPORTS will continue as the club’s official football simulation game partner, building on a long-standing relationship that has brought the worlds of football and gaming together through original content, digital activations and fan experiences.
Over the course of the partnership, LFC and EA SPORTS have collaborated on a range of successful activations, including the popular annual player ratings reveal series, which has generated more than 115 million views and 6.6 million engagements across the Reds’ social channels.
The renewed partnership will build on that work across both the men’s and women’s teams, with an increased focus on LFC Women. Supporters can expect to see more EA SPORTS content featuring the women’s team, including activity from the AXA Melwood Training Centre.
The next chapter of the partnership coincides with the launch of EA SPORTS FC™ 27, with Liverpool FC set to feature prominently across the new game.
Reds forward Rio Ngumoha was recently announced as a global ambassador for EA SPORTS FC, joining the club’s new signing Bradley Barcola. Liverpool captain Virgil van Dijk leads the FC 27 ratings for the Reds with 88, while new signing Natalia Ramos leads the way for LFC Women with a rating of 82.
FC 27 will also offer new ways for supporters to represent and connect with the Reds in-game. The Grounds, a new shared football playground, will bring up to 100 players together in one space to connect and compete, while players will be able to unlock LFC x adidas vanity items.
The FC 27 experience will extend into matchdays at Anfield too, with supporters set to have the opportunity to play the game in the Fan Zone ahead of LFC Women’s Merseyside derby on September 27 and the men’s home fixture against Manchester City on October 11.
Ben Latty, chief commercial officer at LFC, said: “We’re delighted to continue our relationship with EA SPORTS and extend a partnership that will now span more than a decade.
“Over that time, we’ve worked together on some brilliant campaigns and content, finding new ways for our supporters around the world to engage with the club through gaming.
“What’s particularly exciting about this next chapter is the opportunity to build on that even further. An important part of that is the increased focus on Liverpool FC Women. We want our partnerships to represent the whole club, and we’re looking forward to working with EA SPORTS to create more content and experiences around the women’s team.
“EA SPORTS has been a fantastic partner to the club, and we’re excited to continue building on what has already been a really successful relationship.”
James Salmon, senior director of partnership marketing at EA SPORTS FC, said: “We’re incredibly proud to continue our long-standing partnership with Liverpool FC, a club defined by its history, global influence and one of the most passionate fan bases in world football.
“For more than a decade, we’ve shared an ambition to bring football and gaming closer together, and we’re excited to build on that relationship across the whole club and create even more meaningful connections with Reds around the world.”
To celebrate the announcement, EA SPORTS is giving away some exclusive prizes for LFC fans via All Red. For more information, go here.
