EA And MLS Announce Extension Of Multi-Year Partnership

By many accounts, Major League Soccer is the fastest growing soccer league in the world. The league has doubled in size since 2007.

As the popularity of MLS continues to rise, the strength of the partnership between the American soccer league and EA’s world football brand grows. This week, EA and MLS announced the multi-year extension of their licensing partnership.

As EA seeks to continue its concentration on a younger market, MLS’ footprint with the target demographic is pointed to as a plus in the partnership for the game publisher.

“As the world’s game continues to grow in North America, so does our opportunity to curate soccer experiences representative of a rapidly evolving fan base,” said David Jackson, VP of Brand for EA Sports FIFA. “Given MLS has one of the youngest and most diverse fan populations in North American sports, engaging the next generation in new and immersive ways will become increasingly important. We believe this partnership affords us a great opportunity to do that, whilst also continuing to deliver the most innovative and expansive soccer experiences available anywhere in the world.”

Per the press release: “the partnership will deepen the league’s integration within EA Sports’ global football franchise, including FIFA 23 and beyond, to deliver the most immersive and authentic gaming experience for the millions of MLS fans, one of the youngest and most diverse fan bases in North American sports. The renewed partnership will continue to further MLS’ authentic in-game integration, with fans able to play with their favorite MLS clubs, players and stadiums.”

Both EA and MLS released statements affirming the upside of their continued partnership.

“Major League Soccer is proud to partner with EA as they are aligned with our league’s vision to be innovative and authentic in our approach to connecting with our passionate supporters and the next generation of fans,” said Rachel Hoagland, MLS Senior Vice President of Consumer Products. “We look forward to working with EA for many years to come on creative ways to further increase our fanbase through interactivity during this incredible time of growth for MLS.”

MLS has its own eSports vehicle and FIFA announced in the press release that it will continue to be a sponsor for eMLS League series 1, 2 and the organization’s eMLS Cup.

The multi-year partnership will also manifest in enhanced social media campaigns and digital reach across multiple platforms. MLS and several other world football leagues will be represented in the upcoming FIFA 23 set to release on gaming consoles and PC on September 30.

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