Manchester City partners with EA Sports

With a partnership already in place in regards to FIFA 12 for the club, Manchester City has announced another partnership with the publisher.

A ‘permanent pop-up’ will be present at the club’s Etihad Stadium; the City Square event space will feature consoles with FIFA 12 present in order for fans to play in competitions, head-to-head matches, as well as online play on match-days.

To staff members of EA Canada will be tasked with creating FIFA 12 content related to Manchester City.

Manchester City marketing director Luis Vicente said:

They touch demographics that, for us, are very important – the younger demographics. Also, in some countries there are more fans for the virtual game than there are for the real game.

Nick Harford, head of football at EA Sports, also commented:

Historically there has been a big push around the build-up to the launch, the launch and the build-up to Christmas. All the activity would have been focused on those key areas. What EA is looking at now are ways we can be more embedded in the world of football and relevant season-long.

FIFA 12 has sold over eight million copies since its late September release.