EA SPORTS BRAND GUIDE BRAND TENETS Whether you’re standing midfield in front of 100,000 rabid fans, fighting toe-to-toe in the Main Event, or playing in Game 7 of a championship series, EA SPORTS puts you in the game. Centered around five core tenets—Authenticity, Competition, Innovation, Conection, and Playing to Win—the brand strives to be a leader and innovator on the worldwide stage, delivering an authentic experience for every sports fan both on and off the virtual playing field. From high-energy social experiences to trendsetting sound tracks, from pre-game butterflies to the adrenaline rush after an epic win, EA SPORTS embodies every aspect of sports. AUTHENTICITY INNOVATION Visually, technically A f ierce commitment and emotionally true to always moving the to every sport experience forward COMPETITION CONNECTION Among rivalries new and To our fans, passions, old and within yourself culture and each other — all season long PLAYING TO WIN An attitude that says, “We know what it takes to feel the ultimate rush” ® ® TM MADDEN FIFA TIGER WOODS NBA NHL NCAA FIGHT EA SPORTS EA SPORTS EA SPORTS ® TM NFL FOOTBALL SOCCER PGA TOUR LIVE FOOTBALL NIGHT GRAND SLAM MMA ACTIVE ® TENNIS EA SPORTS BRAND GUIDE / BRAND TENETS 3 9