Kieran Maguire: Deluge of sales imminent as ‘incredible’ Rangers deal agreed
Rangers are a banker as far as EA Sports are concerned – they know that they are guaranteed to deliver sales of their product.
That is the view of finance guru Kieran Maguire, speaking exclusively to Football Insider about the Glasgow giants’ latest high-profile commercial deal.
Rangers announced on Tuesday (23 August) that they had signed a new multi-year partnership with the video game production company.
FIFA 23, the next iteration of EA’s flagship product, will feature a fully-licensed Rangers team.
EA’s branding will also feature prominently at Ibrox and across the club’s digital channels.
The Gers are “incredibly commercially desirable” and one of few teams who can guarantee enhanced sales for EA, insists Maguire.
“From EA’s point of view, they know that Rangers will shift a lot of units,” he told Football Insider’s Adam Williams.
“They realise that there is a limited number of clubs whose participation in a computer game will move the dial. It won’t move it really far. No one individual deal is really going to do that.
“I think, as always, it’s a case of every little help from the club’s perspective.
“But from EA’s point of view, Rangers would have to be considered to be incredibly commercially desirable. That is why they have signed this deal.”
Rangers broke the £28million sponsorship and merchandising target set by commercial director James Bisgrove in the 2021-22 campaign.
Giovanni van Bronckhorst’s side has likely guaranteed a spike in revenue for 2022-23 after securing qualification for the Champions League group stage with a 3-2 aggregate win over PSV Eindhoven on Wednesday (24 August).
In other news, ex-Fifa official tells Alfredo Morelos “not to flip out” after “dangerous” Rangers twist.