Serie A awards Konami full licensing deal

PES 2020 gaming title adds complete branding for top Italian soccer league.

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Serie A, the organising body for top-flight Italian soccer, has agreed a partnership with video game developer Konami which sees the Japanese company secure non-exclusive rights to the league’s imagery and competition names.

The agreement allows Konami to feature a fully licensed Serie A on its upcoming eFootball Pro Evolution Soccer 2020 title, including the body’s logo, trophy, and associated badges in the latest edition of the gaming franchise.

In doing so, the developer lays another marker in its rivalry with EA Sports, creators of the Fifa gaming brand, after securing exclusive rights to Italian soccer champions Juventus, who announced in July they had joined PES 2020.

The move effectively ended a 25-year relationship with EA, which still holds exclusive licensing rights to England’s Premier League and Germany’s Bundesliga. The Fifa gaming title also renewed its partnership with Spain’s top-flight, La Liga, through the end of the 2023/24 season, having held exclusive rights to the league’s branding for the past three years.

Konami said in a statement that its latest activation with Serie A is part of its plans ‘to deliver the most realistic football gaming experience of the year to home consoles’.

Konami already holds licenses for Serie A clubs including Inter Milan and AC Milan, in addition to new agreements with other European giants, including fresh deals with Manchester United, Barcelona, and Arsenal, as well as a platinum partnership with German soccer champions Bayern Munich. 

In addition to its deal with Serie A, Konami has also announced that Juventus midfielder Miralem Pjanić has signed as an official eFootball PES ambassador, involving a variety of upcoming activations between Juventus and the Konami brand throughout the coming season.

Serie A, the organising body for top-flight Italian soccer, has agreed a partnership with video game developer Konami which sees the Japanese company secure non-exclusive rights to the league’s imagery and competition names.

The agreement allows Konami to feature a fully licensed Serie A on its upcoming eFootball Pro Evolution Soccer 2020 title, including the body’s logo, trophy, and associated badges in the latest edition of the gaming franchise.

In doing so, the developer lays another marker in its rivalry with EA Sports, creators of the Fifa gaming brand, after securing exclusive rights to Italian soccer champions Juventus, who announced in July they had joined PES 2020.

The move effectively ended a 25-year relationship with EA, which still holds exclusive licensing rights to England’s Premier League and Germany’s Bundesliga. The Fifa gaming title also renewed its partnership with Spain’s top-flight, La Liga, through the end of the 2023/24 season, having held exclusive rights to the league’s branding for the past three years.

Konami said in a statement that its latest activation with Serie A is part of its plans ‘to deliver the most realistic football gaming experience of the year to home consoles’.

Konami already holds licenses for Serie A clubs including Inter Milan and AC Milan, in addition to new agreements with other European giants, including fresh deals with Manchester United, Barcelona, and Arsenal, as well as a platinum partnership with German soccer champions Bayern Munich. 

In addition to its deal with Serie A, Konami has also announced that Juventus midfielder Miralem Pjanić has signed as an official eFootball PES ambassador, involving a variety of upcoming activations between Juventus and the Konami brand throughout the coming season.

Konami / PES 2020