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Manchester United announce major new partnership with EA Sports

Premier League football club Manchester United have announced a new three-year partnership with video game firm EA Sports.

The deal will see EA Sports become the club’s official video game partner and the pair will carry out a number of cross-promotional activities across the club’s digital channels to support the release of FIFA 17 this autumn.

A FIFA tournament is also set to be held later in the season featuring United’s players, while gaming pods will be set up at Old Trafford and at the club’s training ground.

Commenting on the new partnership, Manchester United Group Managing Director Richard Arnold said: “The ability to bring sports fans together is in EA SPORTS’ DNA. By having these innovators on board with our family of global partners, we’re pledging to our 659 million followers that they can look forward to great content and concepts over the coming seasons.”

He added: “This announcement will no doubt excite many of our younger fans, and indeed some of our players, who will have grown up with the franchise and other EA SPORTS phenomena.”

EA SPORTS Vice President of Marketing Jamie McKinlay commented: “We are very excited to be joining Manchester United as a global partner. It’s a great opportunity for us to create even more authentic experiences for our players and bring fans of one of the most storied clubs in the world closer to the team and its star-studded line-up.”