Electronic Arts announced an exclusive relationship with NASCAR for worldwide rights to develop, publish and distribute NASCAR-branded interactive racing games through 2009. Terms of the deals were not disclosed.
This agreement allows EA to create interactive games on a number of gaming platforms, including consoles and PCs, using NASCAR properties. EA's NASCAR Thunder 2004 video game features over 65 drivers including Tony Stewart, Dale Earnhardt, Jr., and Jeff Gordon, as well as 23 official tracks and 175 cars of the NASCAR Winston Cup Series and NASCAR Busch Series.
Enduring relationships with standout sports organizations like NASCAR allow EA to deliver the authenticity, simulation, and competition that fans of the EA SPORTS brand have come to expect, said Chip Lange, vice president of marketing for EA SPORTS. Partnering with NASCAR the past seven years has been a great experience and we're excited about continuing this relationship and extending the reach of our NASCAR Thunder franchise to both NASCAR and video game fans.
While it is rare for NASCAR to enter into an exclusive licensing arrangement, Electronic Arts has truly stood out in the longstanding efforts to support the entire NASCAR industry, said Blake Davidson, managing director, licensed products for NASCAR. Additionally, EA is a sophisticated marketer, and their creative advertising and promotional efforts will help NASCAR continue to attract young fans, which is an important part of our overall growth strategy.
NASCAR Thunder 2004 shipped last week for the PlayStation 2 computer entertainment system, the PlayStation console, the Xbox video game system from Microsoft, and PC CD-ROM. NASCAR Thunder 2004 is developed by EA Tiburon. Packaging and merchandising will feature the reigning NASCAR Winston Cup Series Champion, Tony Stewart.
