Electronic Arts and ESPN Sign 15-Year Deal to Sell Games

The New York Times: Electronic Arts, hoping to shore up its eroding dominance in the sports video game market, said yesterday that it had signed a 15-year deal giving it the exclusive right to use the ESPN brand in games.
Under the agreement, Electronic Arts, the largest independent video game publisher, will pay $750 million to $850 million for the right to use the ESPN brand for games based on at least nine sports, including baseball, basketball and football, according to people briefed on the contract’s terms. Some of that money will pay for commercials promoting the games on ESPN channels, they said.
Electronic Arts and ESPN Sign 15-Year Deal to Sell Games [The New York Times]