Sports software brand EA Sports is to work with sports, entertainment and media company IMG to grow its brand footprint across a number of sectors.
IMG will look to move the brand into a number of new product categories including sports camps, gaming lounges, publishing and performance apparel amongst others.
"This is an exciting step in the evolution of EA Sports and our global brand marketing efforts," said Peter Moore, president of EA Sports. "This partnership further diversifies our business by allowing us to take our brand deeper into the fabric of sports and lifestyle entertainment.
"In addition to developing the world's top sports video games, IMG's worldwide licensing and media expertise gives us the opportunity to establish create new consumer touchpoints with EA Sports, both in games and in other relevant categories."
Bruno Maglione, co managing director of worldwide licensing at IMG, added: "The potential of the EA Sports label to extend into other relevant consumer areas is both powerful and compelling."