Bundesliga: EA Sports becomes the official international video game partner of FC Bayern Munich

The American video games publisher EA Sports became an official partner of FC Bayern Munich (Bundesliga), on 01/08/2016. Neither the duration nor the amount of the deal were disclosed. The partnership was presented in New York (United States), where Bayern opened its first sales office abroad in 2014.

In addition, the club was playing a tour of the United States - "Audi Summer Tour USA 2016" (from 26/07 to 04/08/2016) - as part of the North American leg of the pre-season friendly tournament the International Champions Cup 2016. EA Sports makes half of its annual sales on the football simulation game "FIFA" in the United States.

Under the partnership, players from the Bavarian club and the Allianz Arena (75,000 seats) were modelled by Electronic Arts Inc. teams with their new 3-D game engine for "FIFA 17", called Frostbite. The partnership will also cover cross-marketing operations: from 2016-17, EA Sports game stations will be installed at the Allianz Arena, allowing fans to play "FIFA 17" before matches and at half -time. EA Sports and Bayern digital platforms will organise…