1. EA launched a partnership with The Athletic for enhanced sports content. 2. The EA SPORTS App will feature The Athletic's articles and videos. 3. Fans will unlock in-app rewards engaging with The Athletic content. 4. The Athletic will be integrated into other EA SPORTS games. 5. The collaboration aims to attract younger fans and expand subscriber base.
This partnership enhances EA's content offerings, attracting users and potentially increasing revenue, similar to EA's positive stock response after major game releases.
The partnership is significant as it merges interactive gaming with premium sports journalism, potentially leading to a unique value proposition for EA's audience.
While immediate engagement may rise, the full impact on subscription growth will unfold over a longer period as fans engage consistently with new content.
Multimedia Sports Journalism from The Athletic is Now Featured in the EA SPORTS App
Today, Electronic Arts Inc. (NASDAQ:EA) announced a new strategic partnership between EA SPORTS, the global leader in interactive sports entertainment, and The Athletic, the world's leader in sports journalism, to reimagine sports content for the next generation of fans worldwide in the new EA SPORTS App. Fans can now get closer to a wide range of content – including lightning-fast stats, scores and breaking news, combined with premium editorial and video coverage from The Athletic — directly through the EA SPORTS App.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251007037708/en/
The collaboration brings together the best of both worlds - EA SPORTS' global reach, scale, and expertise in interactive entertainment with The Athletic's unmatched sports storytelling, insights and analysis. Content in the EA SPORTS App links to full articles on The Athletic and highlights global football competitions, NFL, and college football, alongside coverage of F1, golf, and more sports.
Highlights of the partnership include:
In addition to delivering premium content in the EA SPORTS App, The Athletic will also be integrated in-game across other EA SPORTS properties. The platform will become a key source of football news and updates in FC 26 Career Mode, and The Athletic brand will be highly visible across EA Connect.
"The EA SPORTS App is a foundational step in the future of sports fandom – reimagining how the next generations of fans will connect to the sports, teams and athletes they love," said David Tinson, Chief Experience Officer at Electronic Arts. "By combining high-quality news and insights from The Athletic with the interactive capabilities of EA SPORTS, we're blending real and virtual sports in a unified platform that will meet the evolving needs of sports fans everywhere."
"This strategic partnership with EA SPORTS accelerates our ability to reach future subscribers and grow The Athletic's global footprint," said Sebastian Tomich, Chief Commercial Officer at The Athletic. "EA SPORTS is the perfect partner to help us connect with younger fans and deliver a new kind of editorial experience through the EA SPORTS App. While we're starting with editorial, we see this as just the beginning of what our two brands can deliver to fans together."
The EA SPORTS App is available for download today on the Apple App Store and Google Play in the UK & Ireland, France, Germany, Italy, Spain, Switzerland, Canada and the US.
To stay updated, follow EA SPORTS on Instagram, Tik Tok, X, Facebook. For more information on The EA SPORTS App, visit https://www.ea.com/sports/app.
About Electronic Arts
Electronic Arts (NASDAQ:EA) is a global leader in digital interactive entertainment. The Company develops and delivers games, content and online services for Internet-connected consoles, mobile devices and personal computers.
In fiscal year 2025, EA posted GAAP net revenue of approximately $7.5 billion. Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality brands such as EA SPORTS FC™, Battlefield™, Apex Legends™, The Sims™, EA SPORTS™ Madden NFL, EA SPORTS™ College Football, Need for Speed™, Dragon Age™, Titanfall™, Plants vs. Zombies™ and EA SPORTS F1®. More information about EA is available at www.ea.com/news.
EA, EA SPORTS, EA SPORTS FC, Battlefield, Need for Speed, Apex Legends, The Sims, Dragon Age, Titanfall, and Plants vs. Zombies are trademarks of Electronic Arts Inc. John Madden, NFL, and F1 are the property of their respective owners and used with permission.
View source version on businesswire.com: https://www.businesswire.com/news/home/20251007037708/en/
Will Alexander
Sr. Communications Manager
walexander@ea.com
Jordan Cohen
Executive Director, Communications
jordan.cohen@theathletic.com