Electronic Arts appears to be seeking all possible ways to extend its brand to open up new sources of revenue. The latest deal will have EA entering a partnership with Toy Island to develop and manufacture a complete line of “EA Sports” branded equipment.

While the idea of capitalizing on the EA Sports logo and branding might lead to revenue for the publisher, it could be something that might have the potential to backfire, as well. While all of the concepts of taking sporting goods to the next level sounds good, we have to wonder if this just might over saturate the brand and dilute its value with consumers.

Until we see what the next generation of sporting goods carrying the EA Sports branding looks like we continue to cast doubt on how successful this idea could be. IMG Licensing, who is worldwide licensing agent for the EA Sports brand, must see some value here; and, of course, EA has to see a potential for revenue or they would not have done the deal.

We just don’t see kids that are EA Sports video game fanatics buying and using sports equipment just because it has the EA Sports logo, but we will have to wait and see what happens. Stranger consumer behavior has happened in the past.