The Bundesliga and Electronic Arts have extended their long-standing licensing partnership, ensuring Germany’s top two professional leagues will continue to feature in EA Sports FC.
Under the renewed agreement, the Bundesliga and Bundesliga 2 will retain licensing rights covering clubs, players and stadiums in both EA Sports FC 27 and FC Mobile.
The partnership, which dates back to 1998, will also expand beyond traditional licensing. The Bundesliga and EA Sports plan to collaborate across content, intellectual property, emerging technologies and innovation.
A key area of the expanded cooperation will be advanced football data and tracking technology through Tracab, EA’s optical tracking and real-time sports data system. The two sides will also explore new ways to engage supporters through the EA Sports App.
EA Sports has been an official partner of the Bundesliga since 1998, making the relationship one of the longest-running partnerships in global sports and entertainment. EA Sports FC is also a long-term partner of the Virtual Bundesliga, the German league’s official esports competition, while serving as the presenting partner of the Bundesliga’s Player of the Month and Player of the Season awards.
Peer Naubert, Chief Commercial Officer and member of the Management Board of Bundesliga Media, said the partnership had been built on “trust, innovation, and a shared commitment to fans”, adding that the renewed agreement would create new ways for supporters worldwide to experience and engage with Bundesliga and Bundesliga 2 clubs.
The extension comes as both organisations continue to expand their commercial and digital strategies. The Bundesliga recently announced a new three-season partnership with Coca-Cola, while EA Sports agreed a new licensing and marketing partnership with the Brazilian Football Confederation (CBF) earlier this year.