EA Sports will showcase female UFC fighters “Rowdy” Ronda Rousey and Miesha Tate in digital ads for the new EA Sports UFC video game that hit stores yesterday.

This will be the first time EA Sports has featured female fighters in a mixed martial arts game, according to Jeff Sharma, senior global product manager. But women’s MMA has been growing fast in popularity, he noted.

Ms. Rousey, the UFC Women’s Bantamweight Champion, has scored endorsements from sponsors such as XYIENCE Xenergy drink. Both Ms. Tate and Ms. Rousey have appeared in ESPN The Magazine’s “Body” issue. The two rivals don’t like each other, clashing repeatedly in the Octagon and on Fox Sports 1’s reality series, “The Ultimate Fighter”, last fall.

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Source: http://adage.com/article/digital/ea-sports-highlights-female-fighters-online-ads-ufc/293767/?utm_source=Digital&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Digital

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