The German Football League (DFL) renewed its partnership with sports game manufacturer EA Sports, in a deal labelled by officials to be of ‘high strategic importance’.
It guarantees that clubs from Germany’s top two tiers will feature in EA Sports’ football video-game, EA Sports FC, until 2027.
In addition, EA Sports will continue to sponsor the ‘Player of the Month’ and ‘Player of the Season’ awards for the Bundesliga and Bundesliga 2.
A relationship that stems back to 1998, the DFL and EA Sports share an important history built on innovation within the gaming world.
In 2012, the DFL pioneered the world’s first eFootball competition, Virtual Bundesliga (VBL), helped greatly by its relationship with EA Sports. The VBL remains a strong part of the DFL’s vision, resulting in the professionalisation of the competition.
An arm of video-game publishing organisation Electronic Arts, EA Sports is in the midst of a new era in football gaming, after failing to agree a deal with its long-time naming rights partner, FIFA.
However, the game’s universal popularity since its inception in 1993 gives it one of the highest return customer rates in video gaming history.
EA Sports’ first iteration of the game since removing the FIFA branding – EA Sports FC 24 – is the highest-selling video game in the UK and Europe, and ranks 10th in the United States (from Statista).
This global demand is exactly what the DFL is eager to capitalise on, according to Bundesliga International Chief Marketing Officer Peter Naubert.
“The contract renewal confirms the positive development of our global licensing and sponsorship partnerships and underscores the global appeal of the Bundesliga brand as well as the significant growth that the DFL generates for clubs,” Naubert stated via press release.
The gaming industry remains a lucrative space for football organisations to increase its marketability and generate greater revenue. Late last year, the Argentina Football Association partnered with a gaming software company to increase its marketing presence in Europe.
DFL joint-CEO Marc Lenz explained that the extension of its deal with EA Sports is crucial to its marketing strategy.
“Our core aim is to reach young fans and find new ways to spark their interest in the Bundesliga and Bundesliga 2,” Lenz told the DFL website.
“EA SPORTS FC is a successful part of this strategy, because the licensing partnership and the Virtual Bundesliga increase the visibility of our leagues and clubs.”
Lenz’s partner Steffen Merkel spoke about the relationship between the DFL and EA Sports.
“EA SPORTS FC deepens the connection between millions of fans and their favourite players and clubs from the Bundesliga and Bundesliga 2, which are an important part of the video game series,” Merkel added via media release.
“The partnership has existed since 1998 and underscores the shared conviction behind the cooperation, which is characterised by constant and successful evolution.”
Meanwhile, the inclusion of Germany’s top two professional leagues in EA Sports FC will assist EA Sports’ future plans for football gaming.
“Bundesliga and Bundesliga 2 are key to building an innovative and evolving football platform for fans, and we’re thrilled that the DFL shares our vision for the future of football,” EA Sports President, Cam Weber, added via the DFL website.
By continuing its relationship with EA Sports, the DFL demonstrates its commitment to a sustainable and profitable future for its competitions.
