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 newmediaage.co.uk