Liverpool and EA SPORTS deepen decade-long partnership with women’s game push
Liverpool FC and EA SPORTS have renewed a partnership that will now run beyond a decade, with the next phase expanding commercial activation across the club’s men’s and women’s teams and deepening fan engagement through gaming.
Liverpool FC have renewed their long-standing partnership with EA SPORTS FC, extending a commercial relationship that will now run beyond a decade and increasing the focus on digital engagement across the whole club.EA SPORTS will continue as Liverpool’s Official Football Simulation Game Partner, with the agreement covering both the men’s and women’s teams. Financial terms and the length of the renewal were not disclosed.Liverpool chief commercial officer Ben Latty 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.”The renewed deal places greater emphasis on Liverpool FC Women, including increased EA SPORTS content involving the team and activation from the AXA Melwood Training Centre.That expansion gives Liverpool additional commercial inventory around their women’s operation while allowing EA SPORTS to connect its brand with both teams under a single club-wide partnership.Latty said: “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.”Digital content has been a significant part of the existing agreement. Liverpool’s annual EA SPORTS player ratings series has generated more than 115 million views and 6.6 million engagements across the club’s social channels.The renewal coincides with the launch of EA SPORTS FC 27, with Liverpool set to feature prominently in the game. Forward Rio Ngumoha has also been appointed a global EA SPORTS FC ambassador alongside new signing Bradley Barcola.EA SPORTS FC senior director of partnership marketing James Salmon said: “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.”The partnership will also extend into physical matchday activation, giving supporters opportunities to play FC 27 in the Anfield Fan Zone before Liverpool Women’s Merseyside derby on September 27 and the men’s home game against Manchester City on October 11.FC 27 will include additional Liverpool-related digital inventory, including LFC x adidas items and The Grounds, a shared in-game environment supporting up to 100 players.The renewal gives EA SPORTS continued access to Liverpool’s global supporter base while providing the club with a long-term gaming partner capable of linking digital content, in-game products and matchday activations across both its men’s and women’s operations.