2011 Sports Illustrated Swimsuit cover model Irina Shayk and fellow
Swimsuit model Chrissy Teigen Play Guest Starring Roles in
Adrenaline-Pumping Racing Game
REDWOOD SHORES, Calif.--(BUSINESS WIRE)--
Electronic Arts Inc. (NASDAQ: ERTS) and Sports Illustrated today
announced details of an exclusive marketing partnership between the
internationally renowned Need for Speed™ and Swimsuit franchises
bringing together the worlds of fashion, video games, cars and beauty in
a first-of-its-kind partnership. The deal will see 2011 SI Swimsuit
Cover model Irina Shayk and popular Swimsuit model Chrissy Teigen play
guest starring roles* in one of this holiday's most anticipated
releases, Need for Speed™ The Run. The action-packed racing game
takes players on a heart-pounding cross-country race from San Francisco
to New York. In addition, the partnership powers a new SI subscription
bundled offer featuring Need for Speed The Run assets and both EA
and SI will execute significant cross-promotion across in-game, TV and
social media.
"We're thrilled to be working with Sports Illustrated to deliver
the biggest, fastest, and sexiest entertainment event of the holiday
with Need for Speed The Run," said Steve Seabolt, Vice President
of Global Brand Partnerships at EA. "With a global reach and a quality
standard that's comparable to what we achieve in our games, Sports
Illustrated makes the perfect partner. Gamers, racers and Sports
Illustrated Swimsuit aficionados alike will love seeing Irina and
Chrissy transform from the physical to the digital world, playing
lifelong friends competing in a heart-pounding race from San Francisco
to New York."
Irina Shayk, cover model of the 2011 SI Swimsuit and Chrissy
Teigen, a feature model in the 2011 issue, star as best friends and
rival racers competing against Jack, the protagonist and "man on the
run" in Need for Speed The Run. As part of the partnership, Sports
Illustrated and Electronic Arts are producing "The Making of Need
for Speed The Run" DVD which will be included in a Sports
Illustrated subscription offer whereby new subscribers will receive
a six month "All Access" subscription to SI, Need for Speed The Run
video game** and the DVD (for $49.95). Additional marketing extensions
will also include commercial promotions for the offer and Sports
Illustrated will have promotional billboards in the game, which will
be used to promote the Sports Illustrated "All Access"
Subscription offer as well as SI's Sportsman of the Year and Swimsuit
franchises.
"There are only a few companies that deliver upon the promise of
excitement and innovation with every new product launch and EA stands at
the top of that list. This is why it is very exciting that SI Swimsuit
will be part of the latest edition of the Need for Speed
franchise," said Frank Wall, Vice President and Publisher of Sports
Illustrated. "I'm sure that the millions of Swimsuit fans will be
excited to see Irina and Chrissy behind the wheel and millions more will
be introduced to franchise in a fun and unexpected way."
Developed by Black Box, an Electronic Arts studio, Need
for Speed The Run will be available November 15, 2011 in North
America and November 17, 2011 in Europe for the Xbox 360® videogame and
entertainment system, PlayStation®3 computer entertainment system, PC,
Wii™ and Nintendo 3DS™. For more information on Need for Speed,
visit http://www.needforspeed.com
or become a fan on Facebook at http://www.facebook.com/needforspeed
and follow us on Twitter http://www.twitter.com/needforspeed.
* Characters will only be available in the Xbox 360, PlayStation 3 and
PC versions
** Xbox 360 and PlayStation 3 versions only
About Electronic Arts
Electronic Arts (NASDAQ:ERTS) is a global leader in digital interactive
entertainment. The Company's game franchises are offered as both
packaged goods products and online services delivered through
Internet-connected consoles, personal computers, mobile phones and
tablets. EA has more than 100 million registered players and operates in
75 countries.
In fiscal 2011, EA posted GAAP net revenue of $3.6 billion.
Headquartered in Redwood City, California, EA is recognized for
critically acclaimed, high-quality blockbuster franchises such as The
Sims™, Madden NFL, FIFA Soccer, Need for Speed™, Battlefield, and Mass
Effect™. More information about EA is available at http://info.ea.com.
EA, EA SPORTS, EA Mobile, POGO, and Need for Speed are trademarks of
Electronic Arts Inc. The names, designs, and logos of all products are
the property of their respective owners and used by permission.
Microsoft and Xbox 360 are trademarks of the Microsoft group of
companies. "PlayStation" are registered trademarks of Sony Computer
Entertainment Inc. Wii and Nintendo 3DS are trademarks of Nintendo. All
other trademarks are the property of their respective owners.
About Sports Illustrated
For nearly six decades Sports Illustrated has delivered the stories of
sport, first through the flagship print magazine, and now through more
than two dozen platforms reaching a collective audience of more than 30
million. Sports Illustrated is widely seen as leading the industry's
digital transformation which complements the media company's emerging
marketing, retail business and social footprint, which is more than 2.5
million strong. Current Sports Illustrated business units include print,
digital, marketing, Sports Illustrated Books, Sports Illustrated
International and Sports Illustrated Productions. These units are built
on the foundation of the franchise's award-winning writers and
photographers who have earned a combined 50 awards for editorial
excellence in the past year.
About Sports Illustrated Swimsuit
Sports Illustrated Swimsuit (www.SI.com/Swimsuit)
is a powerhouse media franchise that reaches more than 60 million people
annually, and more men 18 to 34 than the Super Bowl. The iconic
franchise now spans more than 20 product extensions in digital, social,
broadcast, publishing, mobile and consumer products. Since debuting in
1964 Swimsuit has become a pop-culture phenomenon and an established
launching pad for successful careers in TV, fashion, business and film.
Sports Illustrated
Scott Novak, 212-522-4142
VP Communications
Scott_Novak@timeinc.com
Emily
Christopher, 212-522-8473
Senior Publicist
Emily_Christopher@timeinc.com
or
EA
Jino
Talens, 650-628-9111
Senior Publicist
jtalens@ea.com
Dana
Sissons, 604-456-5004
PR Manager
dsissons@ea.com
Amanda
Taggart, 650-628-2974
PR Director
ataggart@ea.com
Tammy
Schachter, 650-628-7223
Vice President
tschachter@ea.com
Source: Electronic Arts Inc.
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