Liverpool FC and EA SPORTS have announced that their partnership will continue beyond a decade, extending a relationship that has already produced major digital campaigns, original content and fan activations for supporters of the Reds.
The renewed agreement keeps Liverpool FC closely linked with EA SPORTS FC 27 and broadens the partnership across both the men’s and women’s teams. For the club, the update is less about a single headline and more about continuity: one of football’s best-known gaming partnerships is set to keep evolving with new content and matchday experiences.
A partnership built on reach and engagement
Over the course of the deal, the annual player ratings reveal series has generated more than 115 million views and 6.6 million engagements across Liverpool’s social channels. That kind of reach helps explain why the club has leaned into the collaboration for so long. It has become a dependable way to connect with supporters, especially younger fans who follow the game both on the pitch and in gaming spaces.
Ben Latty, Liverpool FC’s chief commercial officer, said the club was delighted to continue its relationship with EA SPORTS and extend a partnership that will now span more than a decade. He added that the next stage is particularly exciting because of the increased focus on Liverpool FC Women, saying the club wants its partnerships to represent the whole club.
FC 27 activations planned at Anfield
The new agreement is not just about branding. Liverpool FC and EA SPORTS also outlined specific supporter activations around FC 27. On September 27, supporters will have the opportunity to play FC 27 in the Fan Zone ahead of LFC Women’s Merseyside derby. On October 11, the same will be available ahead of the men’s home fixture against Manchester City.
The gaming tie-in will also spotlight individual players. Liverpool captain Virgil van Dijk is the FC 27 ratings leader for the Reds, while Natalia Ramos leads the way for LFC Women. That adds another layer to the campaign, with both squads included in the rollout rather than the men’s team carrying the full spotlight.
James Salmon said EA SPORTS is proud to continue the long-standing partnership with Liverpool FC and highlighted the shared ambition to bring football and gaming closer together. For supporters, the practical takeaway is simple: the relationship is staying in place, the FC 27 push is arriving soon, and Liverpool’s commercial footprint in gaming is getting a wider reach through LFC Women as well.
