The six-month deal was brokered by EA's media agency, MediaCom, and the digital media company etv, which produces the daily entertainment show Today on 3 Live. The 12-minute show, which features interviews, film reviews, news and gossip, is aired on a loop all day, with viewers tuning in for an average of five to six minutes.
EA will have ten-second bumper breaks between each screening of the show, along with daily 30-second ad spots and on-screen credits. The deal will also incorporate EA content into the show, with presenters playing EA games and a video chart.
Damon Letzer, the sales director at etv, said the sponsorship demonstrated the growing confidence in the mobile sector, with the deal believed to be the largest mobile partnership in the UK.
"This isn't a traditional 30-second spot on mobile, this is about being able to create content between a show and a brand," he added.
EA trialled its mobile advertising last year when it ran ads on 3's World Cup mobile TV service "Berlin or Bust".
Separately, MediaCom's parent WPP invested in the mobile search and advertising company JumpTap this week, to develop mobile marketing services for its clients.