The club has teamed up with the sports video game company, Electronic Arts Inc., as its new partner.
The deal was announced at EA’s campus in British Columbia as part of City’s summer tour activity in Canada and is unprecedented in both its scale and scope within the computer game industry.
As part of the agreement, dedicated MCFC virtual content will be distributed through the club and EA SPORTS’ digital channels, including MCFC match simulations prior to the fixtures and unique visuals of the City stars in action.
For the first time in the studio's history, it has created a virtual kit launch which means supporters can now watch the team play in the new home kit and score a goal for the very first time this season.
The video, which is currently one of the first FIFA 12 gameplay edits available, was designed especially for City , showcasing the club’s stars and plugging the UK release of FIFA12, which happens on the 30th September 2011.
EA SPORTS will also be investing in dedicated experiential gaming areas, in around the Etihad Stadium, City Square and the family zone within the concourse.
Nick Harford, football business lead at EA SPORTS, said: “We are delighted to be entering into a dynamic new partnership with Manchester City. Through this agreement, EA SPORTS will invest in the creation of bespoke content and experiences that bring Manchester City fans across the globe closer to the team they love.”
