Virgin Media strikes sponsorship deal with EA Sports

Virgin Media has signed a seven-figure deal with EA Sports to promote the launch of its flagship football game Fifa 10 across its portal.

EA Sports will sponsor all the online Premier League coverage across the Virgin Media portal, including its e-Player online video service, to raise awareness of EA’s latest game in the Fifa series.

The sponsorship will feature branded skinning of the e-Player using InSkin technology and will drive users to a dedicated destination site within the Virgin Media portal.

This site will include information about Fifa 10, videos of the game, making-of clips and extra footage of the three main players featured in the advertising for the game: Wayne Rooney, Frank Lampard and Theo Walcott.

The sponsorship kicks off on Thursday ahead of the UK release of the game on Friday 2 October and runs for the duration of the Premier League season until mid-May 2010.

The deal was brokered between Virgin Media’s sales house IDS and media agency MediaCom.

This story first appeared on

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