EA SPORTS FIFA Soccer 11 Takeover Tour Schedule:

EAST COAST WEST COAST

The EA SPORTS FIFA Soccer 11 Takeover Tour will be supported by an integrated marketing campaign, including live Twitter feeds, Facebook fan page updates, PlayStation.com and more, that will drive game and tour awareness, in addition to driving attendance at Tour stops.

FIFA Soccer 11 will be available in retail stores throughout the United States beginning Tuesday, Sept. 28. FIFA Soccer 11 reinvents player authenticity–on and off the ball–with all-new Personality+. Individual abilities are now reflected in-game, allowing clear differentiation for every player on the pitch. Plus, experience true freedom in man-to-man interactions with 360° Fight for Possession that transforms physical play from lateral jostling to full 360° collisions and new Pro Passing, where pass accuracy is determined by a gamer’s ability on the control pad, and player skill, situation and urgency on the pitch.

For more information about the EA SPORTS FIFA Soccer 11 Takeover Tour,   including specific Tour stop details, visit the Facebook Fan Page at http://www.facebook.com/EASPORTSFIFA or via the Tour’s Twitter Feed at http://twitter.com/EAFIFA11Tour. Visit the official FIFA 11 game page at http://www.FIFA.EASports.com.

Refugees from countries including Somalia, Sudan, Ethiopia and the Democratic Republic of Congo are watching the matches together through the World Cup finals on July 11. The games are projected on a giant outdoor screen, around which thousands gather to share the excitement of the South Africa-set event.

Sports and movies transcend politics and can help heal and unite people – key aspects of FilmAid’s mission.

FilmAid also is bringing World Cup screenings to the people of Haiti, who continue to grapple with the effects of the recent earthquake.

FilmAid (FilmAid.org) is an 11-year-old humanitarian organization that harnesses the power of film to inform, educate, inspire and bring hope to displaced people around the globe. Founded by film producer Caroline Baron (“Capote,” “Monsoon Wedding”), FilmAid started its work in Macedonia in 1999 and has since expanded to Africa, Asia, the U.S. Gulf Coast and Haiti. Along with daytime and evening screenings of feature films with universal appeal, FilmAid shows informational clips on topics including nutrition, disease, safety and social issues. And through FilmAid’s Participatory Video Program, refugees have access to training and equipment to tell their own stories.

The Kakuma camp was established in 1992 to support Sudanese refugees and has become a safe haven for others from Somalia, Ethiopia, Burundi, the Democratic Republic of Congo, Eritrea, Uganda and Rwanda. The camp population now stands at more than 71,000 refugees, with nearly 60% hailing from Somalia and almost 30% from Sudan.

Kakuma is administered by the United Nations High Commissioner for Refugees (UNHCR). Beyond FilmAid’s activities, the UNHCR is assisted by a wide range of organizations, including World Food Program (WFP), Institute of Migration (IOM), International Rescue Committee (IRC) and Kenya’s National AIDS Control Council (NACC).

The Concert will feature the multi-award winning Italian tenor Andrea Bocelli and special guests including the celebrated Canadian singer/songwriter Bryan Adams, and South Africa’s own soprano sensation, Pretty Yende, and will raise awareness for United Against Malaria–a partnership of football teams and players, celebrities, health and advocacy organizations, governments, corporations, and individuals who have united ahead of the 2010 World Cup to build support to reach the international target of reducing malaria deaths to near zero by 2015.

Every year, there are about 250 million malaria cases and nearly one million deaths worldwide. Despite this, malaria is a fully preventable and treatable disease. A long-lasting, insecticide-treated bed net is one of the most cost-effective prevention methods and can protect a family of four for up to five years. It costs $10 to purchase a net, deliver it, and educate communities on its importance and use.

Football players, teams and associations are essential to the UAM partnership in building bridges to encourage others to Unite Against Malaria and reaching the masses with message on the necessity of sleeping under mosquito nets.

David Beckham, Leadership Council Member for Malaria No More UK and UNICEF Goodwill Ambassador said of the news:

“Football is a hugely powerful way to raise support to help end malaria. I think it’s fantastic that the FIFA Celebrate Africa Grand Finale Concert is being organised in support of the United Against Malaria partnership. As a Dad, I can’t imagine what it would be like to lose a child to malaria, yet in Africa, a child dies from malaria in every 30 seconds. Together we can help stop this and I hope the concert will be an unforgettable moment in maintaining the momentum as players and fans stand United Against Malaria”.

The goal of UAM is to galvanize partners throughout the world to reach the United Nations target of universal access to mosquito nets and malaria medicine in Africa by the end of 2010, a crucial first step to reaching the international target of reducing deaths to near zero by 2015.

UAM champion and U.S. Men’s National Team star Landon Donovan also welcomed the announcement:

“It has been amazing to see football, both Major League Soccer and FIFA, uniting players and fans across the globe to beat malaria and I’m thrilled to be a part of it. When the World Cup comes to a close, it is my hope that, together, we can also close the gap of mosquito nets needed to reach the UN goal of full coverage by the end of the year.”

Other footballers, clubs and national teams to lend their voice to the campaign include Michael Essien, Kolo Touré, Seydou Keita, FC Barcelona, Anderlecht and the national soccer federations and associations in Angola, Burundi, Djibouti, Eritrea, Ethiopia, Ghana, Kenya, Malawi, Mali, Malawi, Rwanda, Somalia, Sudan, Somalia, Tanzania, Uganda, Zambia and Zanzibar, as well as the U.S. and Ireland.

Kolo Touré of Ivory Coast and Manchester City joined Beckham and Donovan in their support of the Concert, saying:

“It is great news that the FIFA Celebrate Africa Grand Finale Concert is being organized in support of United Against Malaria. Malaria is killing thousands of children across Africa every day, but football has a chance to bring people and players across the world together to stop this deadly disease. On the weekend of the World Cup Final it will be great to see FIFA, the players, and the fans Uniting Against Malaria. Join the team at UnitedAgainstMalaria.org.”

For more information visit – www.UnitedAgainstMalaria.org

###

About United Against Malaria

United Against Malaria is a partnership of football teams and heroes, celebrities, health and advocacy organizations, governments, corporations, and people like you who have united ahead of the 2010 World Cup in South Africa to win the fight against malaria. Our goal is to galvanize partners throughout the world to reach the United Nations target of universal access to mosquito nets and malaria medicine in Africa by the end of 2010, a crucial first step to reaching the international target of reducing deaths to near zero by 2015.

Founding partners include Comic Relief, Johns Hopkins Bloomberg School of Public Health, Malaria No More, ONE, PATH, PSI (Population Services International), the Roll Back Malaria Partnership, the United Nations Foundation and the United Nations Special Envoy for Malaria.

Major international corporate partners include ExxonMobil, MTN, Nando’s, Novartis, Pfizer, Sumitomo and Vestergaard Frandsen.

About Malaria

Malaria is a disease spread through parasites carried by mosquitoes. It causes sweating and shivers, exhaustion and can go on to affect the brain and kidneys and lead to death. It is fully preventable and treatable. Up to 300 million people fall sick every year with almost one million cases resulting in deaths, Malaria costs Africa alone over £7 billion in direct economic losses, a £3-3.5 billion annual investment could virtually end malaria deaths by 2015.

About CELEBRATE AFRICA – The Grand Finale

Produced by Big Concerts and Harvey Goldsmith, “Celebrate Africa – THE GRAND FINALE” features Andrea Bocelli (who boasts worldwide record sales of over 70 million copies) and special guests, including Bryan Adams and Pretty Yende. Andrea Bocelli and guests will be supported by the Italian flautist, Andrea Griminelli, the Gauteng Choristers (sixty member choir) and the Johannesburg Festival Orchestra (with sixty-eight musicians), and will be conducted by Marcello Rota, one of the world’s leading classical music- and opera conductors.  Celebrate Africa – THE GRAND FINALE is endorsed by FIFA.

PORTLAND

“As the world’s biggest sporting event, the 2010 FIFA World Cup is a great time for fans of all sports to get excited about soccer,” said Antonio Zea, director of soccer for adidas America. “We’re calling on the biggest names in sports to generate excitement here in the U.S. Reggie Bush is going to be traveling to South Africa and Dwight Howard, Dale Jr. and BJ Upton will be tweeting and posting throughout the tournament.”

Zea continued, “It’s going to be a month-long extravaganza and fans will be getting to experience it not just through the games on TV, but also through the eyes of their favorite sports stars.”

adidas and the athletes will create World Cup videos, quizzes, tweets and more in order to bring American sports fans closer to the tournament. In addition to the pre-kickoff material, Bush will travel to South Africa to witness the 2010 FIFA World Cup first-hand. From the moment he lands in South Africa, he will relay his unique look at the 2010 FIFA World Cups through texts, photos and videos via www.facebook.com/adidasSoccer.

“I’m flying half way across the world to see the World Cup with my own eyes,” Bush said. “Soccer players are incredible athletes and I’m excited to be on the ground to see the action first hand and share the excitement with my fans back home on Facebook and through my tweets. This is like a month-long Super Bowl! Go team USA!”

• “EVERY TEAM NEEDS A FAN” VIDEO CONTENT
  • Leading up to the 2010 FIFA World Cup, adidas will post exclusive video content featuring Bush, Earnhardt, Jr. and Upton as they prepare for the tournament. The athletes will show off their own soccer skills, offer their support for the U.S. National Team and preview some of the content that will be featured on Facebook.
• “EVERY TEAM NEEDS A FAN” TEST YOUR SPORTS KNOWLEDGE
  • Fans will get the chance to test their sports knowledge against Bush, Howard, Earnhardt, Jr. and Upton through an interactive quiz on Facebook. The quiz will feature sport crossover-related questions to the four athletes and lets users guess if the athletes will answer them correctly.
• REGGIE BUSH IN SOUTH AFRICA
  • Bush will not only attend World Cup matches and provide commentary on the tournament, but he will take part in local community tours of service, teach South Africans about American football and even go on a safari. From the moment he touches down in South Africa, Reggie will provide photos, videos, text messages and Tweets via Facebook.
• HOWARD, EARNHARDT JR. AND UPTON DURING WORLD CUP
  • Howard, Earnhardt, Jr. and Upton will cheer on the US team, provide commentary on the matches and pick their favorite plays and post exclusive videos and photos to Facebook.
• FOLLOW ME, FOLLOW U.S.
  • Bush, Howard, Earnhardt, Jr. and Upton will compete against each other during the tournament by seeing who can get more fans to support the U.S. National Team in South Africa. The athletes will send video invitations to their fans on Facebook asking them to “Like” the “Go US” Facebook page on their behalf and when fans link through the athletes earns points. Fans will also be able to leave messages of support for the U.S. players.

Editors Note: You can also “Like” AVID Soccer on Facebook, view extra photos from our testing and events, and participate in discussions./p>

“The early attendance spike is an encouraging sign of things to come, and the excitement from the World Cup will keep the ball rolling,” said Dmitry Kopylovsky, industry analyst with IBISWorld. “Additionally, MLS attendance is expected to keep building momentum throughout the summer as the National Basketball Association (NBA) and National Hockey League (NHL) playoffs end and there’s less competition for the consumer’s entertainment dollar.”

Although U.S. soccer has lacked the popularity of European leagues, MLS franchises are on the rise and now sell for more than $40 million – just behind the NBA and NHL. The Seattle Sounders had a fan base of 30,000 per game in 2009 – more than the Seattle Mariners baseball team. In 2011, expansion teams from Vancouver and Portland will be added to the league.

The addition of these clubs in 2011 will bring the total number of MLS franchises to 18, compared with just 13 in 2007. Since then, a team has been added to the league every year – and expansion is not limited to participation. MLS revenue has also experienced sustained growth in the past four years.

“The average revenue per MLS franchise has grown considerably in recent years,” said Kopylovsky. “In the past three years, clubs have experienced average revenue growth of 4.0 percent per year to an expected $14.4 million in 2010. Needless to say, the future looks bright for newcomers to the MLS.”

###

About IBISWorld, Inc.

Recognized as the nation’s most trusted independent source of industry and market research, IBISWorld offers a comprehensive database of unique information and analysis on every U.S. industry. With an extensive online portfolio, valued for its depth and scope, the company equips clients with the insight necessary to make better business decisions. Headquartered in Los Angeles, IBISWorld serves a range of business, professional service and government organizations through more than 10 locations worldwide. For more information visit www.ibisworld.com or call 1-800-330-3772.

The name ”JO’BULANI” is inspired by the name “JABULANI”, which means “to celebrate” in isiZulu, one of the eleven official languages of the Republic of South Africa spoken by almost 25 percent of the population. The name “JO’BULANI” is also a tribute to the host city of the final, Johannesburg, or Jo’burg as it is commonly referred to. Designed in white and gold, the “JO’BULANI” is a compliment to both the color of the FIFA World Cup™ trophy and Johannesburg, the “City of Gold.”

Like the “JABULANI”, the “JO’BULANI” features the iconic South African-inspired design along with the newly developed “Grip’n’Groove” profile, providing the best players in the world with a ball that allows exceptionally stable flight and perfect grip under all conditions. Comprised of only eight, completely new, thermally bonded 3-D panels, which for the first time are spherically molded, the ball is perfectly round and even more accurate than ever before.

This is the second time adidas has designed a special ball for a FIFA World Cup™ final, the first final ball was the golden “TEAMGEIST BERLIN”, which was used on July 9th, 2006. The “JO’BULANI” will be available at specialty retailers throughout the US and on shopadidas.com starting April 21st.

adidas World Cup Final ball called the Jo'bulani

adidas always involves world-class athletes in the development and testing of its products. For the adidas “JABULANI”, adidas partners AC Milan, FC Bayern München, the Orlando Pirates and Ajax Cape Town tested the ball in 2008, contributing to improvements in the surface structure and material composition. The involvement of our players continues to help bring the best soccer products to market going forward.

adidas continues to use innovative technology to extend its global leadership position in soccer production, thus strengthening its position as the authentic symbol of high-performance sporting goods for professionals and amateurs alike. adidas also will continue to unveil more revolutionary innovations in match ball production for future UEFA, FIFA and CAF competitions. The adidas innovation team (ait) is already working on innovations for the 2014 FIFA World Cup Brazil™.

More pictures are available on the AVID Soccer Facebook page and the official unveil video is available here (www.thenewsmarket.com/adidas)

For the first time in soccer history, adidas has created a kit giving players such as Lionel Messi, Michael Ballack, Andres Guardado, Steven Pienaar and Xavi the opportunity to select a combination of technology, fit and comfort from 22 different jersey combinations.  The new range will ensure players look unified in their team design while also providing a freedom to choose a preferred fit and technology.

One of the selection options is the TECHFIT PowerWeb jersey.  Until recently, TECHFIT PowerWeb has been more commonly worn under a player’s uniform as compression apparel; but the new adidas kits offer TECHFIT built into the actual jersey giving players a performance advantage in a single layer.

TECHFIT PowerWEB is a cutting edge athletic apparel design that reduces muscle vibration to maximize power, acceleration and endurance.  Through the use of compression fabrics and applied TPU bands in specific areas, TECHFIT is proven to increase a player’s power by 5.3 per cent*, vertical leap by 4 percent*, sprint speed by 1.1 per cent* and enhance endurance by 0.8 per cent*.   The adidas 2010 FIFA World Cup TECHFIT jerseys worn as a single layer are 45 percent lighter than wearing two pieces together.

The second 2010 FIFA World Cup jersey option is the FORMOTION uniform, which features optimised garment construction with sculpted sleeve openings to accommodate maximum freedom of movement.  It also features adidas CLIMACOOL technology which combines a moisture wicking fabric and mesh construction in the player’s highest heat zones to improve body ventilation and keep the athlete at optimum temperature.  The FORMOTION uniform is designed to partner with traditional TECHFIT PowerWEB compression apparel.

The TECHFIT jersey as worn by the players on the pitch will retail for $150 and the authentic replica jersey will retail for $70.

adidas, the number one soccer brand in the world, is the official FIFA sponsor, supplier and licensee of the 2010 World Cup in South Africa.  A rich product portfolio designed for the 2010 FIFA World Cup will include innovative footwear, apparel and hardware including the Official Match Ball which will be unveiled on December 4^th, 2009 in Capetown, South Africa at the Official World Cup Draw Show.  The adidas/FIFA partnership has been in existence since 1970.

* Proven research from adidas Global Research and the University of Calgary.

CHICAGO, IL (Oct. 20, 2009) – Electronic Arts Inc., (NASDAQ: ERTS) today announced the launch of the EA SPORTS FIFA Soccer 10 Tour, a nationwide, 15 city, five-week long program that showcases EA’s acclaimed FIFA Soccer 10 videogame and the new slimmer and lighter 120GB Playstation®3 (PS3™) computer entertainment system. Throughout the five weeks, two vehicles outfitted with 13 TVs along with PS3™systems, plus a full-time crew, will travel the East Coast while another team will visit West Coast cities. At each Tour stop, fans will have the opportunity to play FIFA Soccer 10, as well as receive free prizes courtesy of EA SPORTS and PlayStation®, including the chance to win a PSP® (PlayStation®Portable)go system.

EA SPORTS FIFA Soccer 10 Tour Schedule:

• 10/17 – 10/18 Chicago, IL
• 10/24 – 10/25 Boston, MA
• 10/24 – 10/25 Denver, CO
• 10/31 – 11/1 New York City, NY
• 10/31 – 11/1 Seattle, WA
• 11/7 – 11/8 Baltimore, MD/Roanoke, VA
• 11/7 – 11/8 San Francisco, CA
• 11/14 – 11/15 Raleigh, NC
• 11/14 – 11/15 Los Angeles, CA
• 11/21 Atlanta, GA
• 11/21 San Diego, CA
• 11/22 Columbus, OH
• 11/22 Las Vegas, NV

 FIFA Soccer 10 will be available in retail stores throughout the United States beginning Tuesday, Oct. 20. FIFA Soccer 10 features the first-ever true 360° dribbling system that gives players finer control of the ball and the all-new Virtual Pro that enables you to live out the fantasy of playing as a professional player by putting yourself in-game using Photo Game Face. Earlier this month FIFA Soccer 10 launched in Europe selling 1.7 million copies during the first seven days, becoming the largest sports videogame launch in history.

The EA SPORTS FIFA Soccer 10 Tour will be supported by an integrated marketing campaign, including live Twitter feeds, Facebook fan page updates, PlayStation.com and more, that will drive game and tour awareness, in addition to driving attendance at Tour stops.

For more information about the EA SPORTS FIFA Soccer 10 Tour, including specific Tour stop details, visit the Tour’s Facebook Fan Page at http://www.facebook.com/EAFIFA10Tour or via the Tour’s Twitter Feed at http://twitter.com/EAFIFA10Tour. Visit the official EA Sports FIFA Soccer 10 game page at http://www.FIFA.EASports.com.

ABOUT ELECTRONIC ARTS
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA™, EA SPORTS™, EA SPORTS Freestyle™ EA Mobile™ and POGO™. In fiscal 2009, EA posted GAAP net revenue of $4.2 billion and had 31 titles that sold more than one million copies. EA’s homepage and online game site is http://www.ea.com. More information about EA’s products and full text of press releases can be found on the Internet at http://info.ea.com. EA, EA SPORTS, EA SPORTS Freestyle, EA Mobile and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. Official FIFA licensed product ‘ © The FIFA brand OLP logo is a copyright and trademark of FIFA. All rights reserved.’ Manufactured under license by Electronic Arts Inc. Player names and likenesses used under license from FIFA, International Federation of Professional Footballers “(FIFPro)” and national teams. John Madden, NFL, NHL, NBA, NCAA, Tiger Woods and PGA Tour are trademarks of their respective owners and used with permission. Microsoft, Xbox, and Xbox 360 are registered trademarks of the Microsoft group of companies. “PlayStation”, “PLAYSTATION” and PSP are registered trademarks of Sony Computer Entertainment Inc. Memory Stick Duo™ may be required (sold separately). Nintendo DS, and Wii are trademarks of Nintendo. All other trademarks are the property of their respective owners.