EA to focus on links with sports

Electronic Arts (EA), the world’s biggest computer games company, has set up an athletes relations division to highlight its relationships with sports clubs, sponsors and sporting bodies.

EA wants to extend its appeal beyond traditional gamers and be seen as in touch with fans of professional sport.

‘Our ultimate aim is to be seen as a sporting brand that makes games,’ said Glen O’Connell, who has moved from his head of PR role to athlete relations manager for EA UK. EA has licences to produce games with the FA Premiership, the Scottish Premier League and the Football League.

O’Connell’s former role has been split between head of UK consumer PR Caroline Thomas and head of UK specialist PR Simon Smith-Wright, who joins from rival Acclaim Entertainment.

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