EA announces sports peripherals deals

Electronic Arts has announced a trio of new partnerships with leading accessories firms to boost the EA Sports label.

Under the new agreements, Sakar International, Sunflex Europe and Accessories 4 Technology will be able to create new peripherals and fitness products based on EA Sports brands, including EA Sports Active. The three accessories firms will be working collaboratively with EA, and the first products are due to hit shelves in the coming spring.

Each of these new partnerships offers EA Sports new ways to improve our consumers’ experience and deepen their connection to the fabric of sport,” said vice president of brand marketing for EA Sports Glenn Chin.

With our games, we always strive to deliver innovation, authenticity and fun. We see a tremendous opportunity with these partners to bring those qualities to life in unique and exciting new products for EA Sports.”

Sakar will be working on Wii and DS accessories, as well as youth electronics, for the North American market. Sunflex will bring EA Sports-branded peripherals to gamers in multiple European territories throughout the year. Finally, A4T will develop accessories for all platforms, including iPod, in the UK and Ireland.