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AHL, EA Sports extend marketing partnership

October 8, 2009 - American Hockey League (AHL) News Release


SPRINGFIELD, Mass. ...The American Hockey League and Electronic Arts Inc. (NASDAQ: ERTS) have extended their multi-platform marketing and licensing agreement giving EA SPORTS™ the exclusive license to feature authentic AHL teams, players and jerseys in its best-selling* hockey videogame franchise - NHL®10, which is available now in stores worldwide.

For the third year in a row, EA SPORTS has an exclusive license with the American Hockey League enabling all 29 AHL teams, as well as players, uniforms, logos, arenas and trophies, to be featured prominently in NHL10. The AHL's involvement provides an additional level of authenticity to the EA SPORTS award-winning hockey franchise. The AHL serves as the top developmental League for all 30 NHL clubs and nearly 85 percent of all current NHL players are graduates of the American Hockey League. Gamers can play AHL teams against each other in NHL10 or use the "Be A Pro" feature to start off in the ranks of the American Hockey League and advance to a legendary career in the NHL.

The exclusive license features a marketing agreement enabling EA SPORTS to receive in-arena signage and promotion throughout the 2010 Time Warner Cable AHL All-Star Classic, which will take place Jan. 18-19 in Portland, Maine. Televised to national audiences in the United States and Canada, the annual All-Star Classic is the AHL's showcase of the very best young professional players in the sport, as well as a celebration of the American Hockey League and its storied history.

Additionally, the EA SPORTS franchise will receive significant exposure across the AHL Internet Network, with banner ads promoting NHL10 on theahl.com and on the AHL Network navigation bar that appears on all pages of all 29 AHL member club Web sites.

"This is a terrific extension of the AHL brand to the many people of all ages who enjoy EA's NHL franchise and the excitement of AHL hockey," said Chris Nikolis, AHL executive vice president of marketing and business development. "It has been a pleasure working with EA and we look forward to strengthening our partnership in the future."

NHL10 is available for the PLAYSTATION®3 computer entertainment system and Xbox 360® video game and entertainment system with an MSRP of $59.99. It is developed by EA Canada in Burnaby, B.C. The game is rated E10+. For more information, log onto http://www.easports.com. Media can find screenshots and video of the game at http://info.ea.com.

*Based on total sales in 2008 according to the NPD.

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The opinions expressed in this release are those of the organization issuing it, and do not necessarily reflect the thoughts or opinions of OurSports Central or its staff.


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