EA Sports signed a three-year deal with Sky Sports to sponsor the TV outlet's Premier League soccer coverage in the U.K., in a deal that will run “until the end of the 2024/25 season,” according to Rebecca Stewart of ADWEEK. This comes as EA prepares to “mark the end of an era” and rename its flagship FIFA series after “failing to extend” its nearly 30-year partnership with soccer’s global governing body. Following the release of FIFA 23, EA will instead use the moniker EA Sports FC on the IP. The length of the deal means that EA Sports will be “able to use Sky’s platform to promote its EA Sports FC property post-FIFA.” Over the past few weeks, EA Sports has been “lining up a number of deals that point toward what it’s post-FIFA evolution might look like.” In early August, EA unveiled a multiyear partnership with Spain’s LaLiga (ADWEEK.com, 8/4).
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