EA and MTV go to the movies

Electronic Arts has signed a six-month sponsorship deal with MTV that will see the EA Games brand featured prominently in the channel’s MTV At The Movies offering – including the 2003 MTV Movie Awards.

Under the terms of the deal, EA Games will have billboards and promo spots around the MTV At The Movies show itself, as well as at the MTV Movie Awards in Los Angeles, which is expected to air into 110 million homes around Europe. EA Games will also be promoted at the MTV party at the Cannes Film Festival this year, and the brand’s logo will be embedded in the various European movie mini-sites operated by MTV.

This deal represents a first for EA Games, as the brand has never before had a pan-European sponsorship deal such as this one. For MTV’s part, it’s never previously partnered with a games company for this kind of long-term sponsorship – although it has certainly worked with videogames companies before, even as recently as one of this years major winter MTV events which was sponsored by Nintendo GameCube.

“The MTV brand has a halo of cool,” enthused EA Europe director of consumer marketing Al King. “The MTV Europe deal will help ensure that the EA Games brand will reach a pan-European youth audience in a relevant, credible and impactful way, legitimising games as part of youth lifestyle and re-enforcing EA Games as the home of the definitive movie to game conversion.