Advertisers looking to integrate themselves into popular football video games may soon only have one place to go: Electronic Arts
. The game publisher this week signed an exclusive five-year deal with the National Football League
, giving EA sole rights to use NFL players, stadiums and teams in its games. Deal will keep rivals like Sega Sammy Holdings and Take-Two Interactive Software from producing sequels to its "ESPN NFL 2K5" title and put an end to Midway Entertainment’s "NFL Blitz" franchise. EA’s "Madden NFL" titles have sold more than 42 million copies over the past 15 years. EA previously locked up exclusive deals with Nascar and the PGA Tour.
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