Premier League football clubs are cozying up to "big-name gaming companies to reach a young male demographic that is switching off the TV," according to Shona Ghosh of CAMPAIGN LIVE. EA Sports has become ManU’s first official video-games sponsor, while Liverpool and Barcelona "have signed similar deals with Pro Evolution Soccer publisher Konami." Clubs "gain the boost in sponsorship revenue and engagement with a younger gaming audience." In ManU and EA’s case, "the target audience is 16- to 24-year-old males, a demographic that loves football but is turning away from live broadcasts." ManU Commercial Dir Jamie Reigle said, "We feel good about the media landscape, but with younger consumers spending less time in front of the flatscreen, we need to find new ways to engage with them." Why has ManU "waited until now?" One reason is "the change in kit sponsor" from Nike to adidas in '14. Nike previously had a license with Konami, meaning ManU was "unable to sign its own partnership." EA Sports benefits from the relationship by using the club’s channels "to push out marketing about the upcoming FIFA 17 release." The deal also gives it "scarce assets" such as intellectual property and access to players. In return, Reigle said, ManU earns "the distinction of partnering the most popular football game and gains valuable data on gamers." Reigle: "EA’s data is really powerful. To use a granular example, they can tell us in the USA not only how many people are playing, but who has selected to be a Manchester United fan" (CAMPAIGN LIVE, 9/1).
