SBD/Issue 216/Sponsorships, Advertising & Marketing

College Football Videogame Bringing In Money For EA, Schools

EA Sports’ “NCAA Football 07” is “expected to produce millions [for the company] and six-figure paydays for some institutions whose football teams are traditionally strong,” according to Andrew Carter of the ORLANDO SENTINEL. Last year’s version of the game generated franchise-record revenue of over $79M, up almost $65M from ‘01. The ’06 game made “more than enough for EA to spread royalties among every school represented in the game.” There are different tiers that determine how much each school collects. Florida State received around $130,000 from last year’s game, while Florida received $112,000. Reports had Texas receiving $110,000. The money is given “for the use of their school colors, logos, uniforms and for the depiction of their stadiums.” College Licensing Co. (CLC) COO Derek Eiler said that EA Sports, which also has college basketball and baseball games, “is now the company’s single largest licensee.” The T-shirt category is CLC’s “most profitable product category, followed by headwear,” with electronics ranking third, and “no game is as profitable as NCAA Football.” EA Tiburon VP/Marketing Todd Citrin said that “NCAA Football” “ranks behind Madden and alongside the NBA Live franchise in popularity.” Carter notes the NCAA forbids the use of player names to be in the game, but it allows “their uniform numbers and physical attributes and talents –- like height, weight and speed, for example -– to be represented” (ORLANDO SENTINEL, 8/7). The game also includes a feature where users can enter in the names of each player (THE DAILY).

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EA Sports, NBA, NCAA

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