Man City Boosts Brand Authenticity with EA Partnership Initiative

The maker of the FIFA series of football console games Electronic Arts has launched a "permanent pop-up" at Manchester City's Etihad Stadium.

The partnership involves a three-year mission to increase fan engagement around the world using digital channels.

Their aim is to boost brand authenticity with football fans through developing a range of club-specific content.

The new pop-up structure, located in the stadium's City Square event space, will host Playstation 3 and Xbox 360 machines playing EA's FIFA 12 game. Fans will be able to compete online in both head-to-head and organised tournaments on match days.

It will also provide a platform throughout the year to promote downloadable content as it becomes available for purchase. In addition, a second EA-branded installation will be situated inside the Etihad's family area.

Head of Football at EA Sports, Nick Harford, said: "What EA is looking at now are ways we can be more embedded in the world of football and relevant season-long."

Luis Vicente, Manchester City Marketing Director, also commented on the new initiative: "They touch demographics that, for us, are very important - the younger demographics. Also, in some countries there are more fans for the virtual game than there are for the real game."

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