- Bayern and EA Sports official partners.
- Cross-marketing and content collaboration.
- Technology to bring players and stadium to life on FIFA 17.
FC Bayern München have announced a new global partnership with digital interactive entertainment and video games developer EA Sports.
As well as boosting Bayern's worldwide appeal, the deal means that the likes of Manuel Neuer, Arturo Vidal and Robert Lewandowski will be represented more accurately than ever in FIFA 17, the next instalment of the gaming franchise, thanks to 3D head-scanning technology.
Furthermore, Bayern's state-of-the-art Allianz Arena will be recreated in the game using advanced modelling technology, while EA Sports will install a number of gaming pods at the stadium itself, offering fans the chance to play the game from inside the Allianz Arena on matchdays. Additional interactive player and fan content and tournaments are also part of the package.
"We know that the gaming community is constantly growing," said Bayern chairman Karl-Heinz Rummenigge from the club's New York offices on Monday. "That's why the partnership with EA Sports is an appropriate and important step forwards. Having two incredibly successful global brands working together will be of great value for our fans in Germany, in the USA and all over the world."
Vice marketing director of EA Sports, Jamie McKinlay, added: "It is our goal to create the most authentic gaming experience for our fans. Accordingly, this partnership with one of the biggest clubs in the world is very important to us. With access to Bayern professionals and the Allianz Arena, we are able to bring our gamers closer to the game and club and plan exclusive opportunities to connect them closer to the club as fans."
FIFA 17, which features Germany and Borussia Dortmund midfielder Marco Reus as its cover star, will be available to buy in North America from 27 September ahead of its worldwide release on 29 September.