EA Sports announced this week that they will not be renewing their deal with FIFA, ending their 30+ year partnership. The sports video game industry is essentially broken into two primarily entities, EA Sports and SONY.

EA Sports reigns supreme (even without the FIFA deal) still having deals across four major sports including the NHL, NFL, UFC and FIFA (soccer). SONY has created video games with the NBA 2K MBA game and the MLB with MLB The Show”, but there’s more to these deals than just the game.

During the NFL Kickoff Experience, you couldn’t miss EA Sports as they were the Presenting Sponsor of the event and blasted their logo across every asset possible. During the Pro Bowl in Las Vegas, players and former players had interviews where Madden 2022 was positioned perfectly in front of them.

For NHL All-Star Weekend, EA Sports was the Exclusive Title Sponsor for the NHL Hardest Shot event. You could also see them tagged in multiple social posts throughout the season with NHL 22 esport gamers who partner with the league.

The UFC and EA Sports currently have UFC 4 released and the partnership includes EA Sports as the sponsor of all weight class rankings during pay per view events and fight nights.

MLB The Show, a game made by SONY has multiple placements on the MLB.com where the game is featured and ready to be ordered. Within the NBA, SONY and PlayStation provide codes in social posts for fans to enter to win the game for free.