Cobranding in Sport Video Games: A Case Study of Electronic Arts (EA) FC and Nike

Derek Walton; Nicholas Mobley

doi:10.1177/10616934261459754

Cobranding in Sport Video Games: A Case Study of Electronic Arts (EA) FC and Nike

Derek Walton
, Nicholas Mobley

Management and Marketing

Research output: Contribution to journal › Article › peer-review

Original language	English
Journal	Sport Marketing Quarterly
DOIs	https://doi.org/10.1177/10616934261459754
State	Accepted/In press - 2026

ASJC Scopus Subject Areas

Tourism, Leisure and Hospitality Management
Strategy and Management
Marketing

Keywords

branding
co-branding
in-game advertising
sports video games

Access to Document

10.1177/10616934261459754

Cite this

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title = "Cobranding in Sport Video Games: A Case Study of Electronic Arts (EA) FC and Nike",

keywords = "branding, co-branding, in-game advertising, sports video games",

author = "Derek Walton and Nicholas Mobley",

note = "Publisher Copyright: {\textcopyright} The Author(s) 2026",

year = "2026",

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T1 - Cobranding in Sport Video Games

T2 - A Case Study of Electronic Arts (EA) FC and Nike

AU - Walton, Derek

AU - Mobley, Nicholas

N1 - Publisher Copyright: © The Author(s) 2026

PY - 2026

Y1 - 2026

KW - branding

KW - co-branding

KW - in-game advertising

KW - sports video games

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DO - 10.1177/10616934261459754

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JO - Sport Marketing Quarterly

JF - Sport Marketing Quarterly

ER -

Cobranding in Sport Video Games: A Case Study of Electronic Arts (EA) FC and Nike

ASJC Scopus Subject Areas

Keywords

Access to Document

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