The world of football gaming has been given a monumental boost as the Bundesliga and EA SPORTS FC have extended their legendary partnership through 2034. This collaboration, which began in 1998, has become a cornerstone of sports entertainment, bridging the gap between virtual and real-world football.
Announced at Gamescom 2026 in Cologne, this extension solidifies a relationship that has spanned nearly three decades. The deal, reportedly worth €250 million, ensures that Bundesliga and Bundesliga 2 clubs, players, and stadiums will continue to feature prominently in EA SPORTS FC 27, FC Mobile, and FC Online. The partnership also includes EA’s continued sponsorship of the league’s Player of the Month and Player of the Season awards, as well as support for the Virtual Bundesliga, the official EA SPORTS FC PRO competition.
The Evolution of a Historic Partnership
The partnership between the Bundesliga and EA SPORTS FC has always been about more than just licensing. It’s about bringing the authenticity and emotion of German football to millions of fans around the world. The extended agreement reinforces this shared ambition, with a focus on innovation and digital engagement.
Under the new terms, the collaboration will explore new ways to engage supporters through the EA SPORTS App, creating additional touchpoints that connect fans with the Bundesliga and its clubs throughout the season. This includes leveraging advanced football data and tracking capabilities through TRACAB, ensuring that the gaming experience remains as close to the real thing as possible.
Expanding the Digital Footprint
The Bundesliga is not just extending its reach through gaming; it’s also pioneering new ways to engage with fans in the UK and Ireland. For the 2026-27 season, the league has expanded its innovative broadcast approach by partnering with former Premier League winner Jamie Vardy and renewing its agreement with renowned YouTube creator Mark Goldbridge.
Vardy’s YouTube channel, “Jamie Vardy’s Having a Party,” will broadcast seven Bundesliga Friday night matches throughout the season, starting with the season-opening fixture between FC Bayern München and VfB Stuttgart. This partnership is part of a broader collaboration with media and entertainment group Banijay Entertainment, which will produce the live show with Vardy and other guests, offering reaction, insight, and discussion around some of Germany’s biggest footballing fixtures.
The Bundesliga has also renewed its partnership with That’s Football, hosted by Mark Goldbridge. Goldbridge will continue to stream 15 Friday night Bundesliga matches via his pioneering live watch-alongs, which have become a key destination for younger viewers. With a community of more than 1.5 million subscribers, 54% of the live match viewers for Bundesliga games was aged between 13-34 last season.
The Future of Football Entertainment
The extended partnership between the Bundesliga and EA SPORTS FC is a testament to the league’s commitment to innovation and fan engagement. As football fandom becomes increasingly digital, the Bundesliga continues to invest in shaping the future of football entertainment. From pioneering broadcast and digital initiatives to advanced data solutions and fan-centric technologies, the league is ensuring that Bundesliga football remains accessible, relevant, and inspiring for current and future generations of fans worldwide.
“For nearly three decades, our partnership with the Bundesliga has brought German football closer to millions of players around the world,” said Nick Wlodyka, SVP and Group GM, EA SPORTS FC. “We’re excited to continue this journey together, from bringing the Bundesliga to life in EA SPORTS FC 27, FC Mobile, and FC Online to creating opportunities for the next generation to connect with the game beyond the pitch.”
As the Bundesliga kicks off its 2026-27 campaign, fans can look forward to an exciting season both on the pitch and in the digital realm. With the extended partnership with EA SPORTS FC and innovative broadcast initiatives, the future of German football has never looked brighter.
