EA in NBA tie for basketball tour
Electronic Arts (EA), the world's biggest video games company, has partnered with the US National Basketball Association to launch a pan-European tour next October, which will see some of the US' best teams play against teams from Europe, including the UK.
EA has become an official global marketing partner of the NBA, which is trying to build on the sport's popularity through global expansion in Europe and Asia.
The partnership aims to boost awareness of EA's NBA Live games licence, and will be supported by an advertising campaign.
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EA will also look to create bespoke events and 'interactive programmes' around the NBA in the future.
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