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EA Sports signs up new partners for peripheral ranges

Company enters licensing agreements with Sakar, Sunflex and A4T

Electronic Arts has partnered with three hardware companies for the launch of new range of EA Sports branded peripheral products.

Deals have been struck with Sakar, Sunflex Europe and Accessories 4 Technology (A4T) and products are planned for a range of platforms. These will include peripherals designed especially for EA Sports' Active line of fitness products to enhance the interactive experience, according to EA.

"Each of these new partnerships offers EA Sports new ways to improve our consumers' experience and deepen their connection to the fabric of sport," said Glenn Chin, VP of brand marketing at EA Sports.

"With our games, we always strive to deliver innovation, authenticity and fun. We see a tremendous opportunity with these partners to bring those qualities to life in unique and exciting new products for EA Sports."

Among the products that will be released under the arrangement is a range of more than 20 EA Sports branded peripherals due for Europe this year.

All three companies will work collaboratively with both EA Sports and EA's consumer product and brand licensing agent IMG Licensing, sharing technology and designs for the new peripherals.

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