Electronic Arts has inked a deal with sports and entertainment giant IMG for a number of undisclosed projects.
IMG's diverse business incorporates sports and events management, media production, broadcast content and sports training academies.
"This is an exciting step in the evolution of EA Sports and our global brand marketing efforts," commented 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 videogames, IMG's worldwide licensing and media expertise gives us the opportunity to establish creative new consumer touchpoints with EA Sports, both in games and in other relevant categories."
IMG will license and market the EA Sports brand in a variety new product categories, "which could include sports camps, gaming lounges, publishing products, performance apparel and more," said the companies.