EA have signed a partnership deal with this year's Champions League winner Liverpool FC for the next instalment in their football simulation series, FIFA 20. According to the deal, the two will work together on club-specific content.
It's almost as if there's a competition here between Konami, who earlier signed a partnership with Manchester United on and an exclusive partnership with Juventus, and EA, who instead went for their bitter rivals Liverpool FC, but we're definitely not complaining.
According to the announcement, the partnership is meant to help Liverpool FC fans engage with the world of football entertainment.
"The partnership will see LFC and EA SPORTS working together to create content that is specific for the club for fans to enjoy globally across the club's social channels", says on the club's website.
Liverpool FC's chief commercial officer Billy Hogan said the club are always looking to engage their fans in novel ways, and that the partnership is a great way forward.
"Our partnership with EA SPORTS will enable us to give our supporters even more opportunities to engage with Liverpool FC through the innovative and exciting world of gaming", he said.
EA said they're always looking to blur the lines between games and sports. "By partnering with Liverpool FC, we are delighted to continue breaking new ground, providing unrivalled authenticity to fans across the globe", said the company's UK & Ireland country manager Samantha Ebelthite.
On a related note, Konami's recent exclusive partnership with Juventus brought about EA's decision to not renew the partnership with the reputable Serie A club, which is said to be the first time in 25 years that the FIFA series doesn't have a license for the Serie A champion. Instead, players will play with Piemonte Calcio.
EA wrote on their website, "Following a close relationship with Juventus Football Club, EA SPORTS can confirm that June 30th marked the end of its partnership with the club. We'd like to thank everyone at Juventus for the years of collaboration as the team's Official Sports Video Gaming partner."