EA Sports Signs Extension Of Maui Tourney Title Sponsorship

EA Sports and KemperSports have signed a two-year contract extension for the videogame developer to retain the title sponsorship of the Maui Invitational college basketball tournament through '09. EA has held the naming rights to the popular early-season event since ‘01, and the tournament serves as a prominent promotional vehicle for EA’s "NCAA March Madness" title. Financial terms were not disclosed, but EA is exploring an expansion of its activation around the Maui Invitational to include a competitive gaming event. "We've got seven years of brand equity in this event, and it's no secret that the timing makes it a really important part of one of our peak selling seasons," said EA Dir of Sports Marketing Brian Movalson. This year's Maui Invitational, slated for November 24-26, will include North Carolina, Texas, Notre Dame, Indiana, Oregon, St. Joseph's, Alabama and host Chaminade.