Sports Gamers - The Power of Sport Meets the Passion of Gaming: Part 2
Published on
by Jack Milko
In Part I of our Gaming Insights Series, we explained how sports video gamers represent untapped potential: brands who currently sponsor sports properties should strongly consider sports gamers as part of their overall marketing strategies due to their younger age and more engaged tendencies. In this article, Part II of our three-part series, we explore the world of EA Sports FC, and how this soccer video game is ripe with possibilities, especially with the 2026 FIFA World Cup lurking around the corner.
In this Insight:
During the 2014 FIFA World Cup in Brazil, which saw Germany ultimately emerge victorious over Argentina in the Finals, watch parties took place across the United States. Homes, bars, restaurants, and in some cases, street festivals, hosted millions of people, all of whom were glued to the games taking place in the Southern Hemisphere. Team USA made a valiant run to the Round of 16, only to see their upset bid against Belgium get spoiled in Extra Time.
This tournament also marked the last time in which the U.S. Men’s National Team competed in the World Cup during its traditional summer spot on the calendar, which gave everyone more of a reason to get together to watch the games. (If you recall, the 2022 competition in Qatar took place in November and December, thus competing with the holiday season as well as American Football.)
Like millions of others, one such watch party took place in my childhood home, as my family invited dozens of people over to watch the USA play Christiano Ronaldo and Portugal in the Group Stage. During that entertaining match that ended in a 2-to-2 tie, my mother asked, “How does everyone know all of the players and where they play professionally?” “FIFA,” my father responded. “They all play FIFA.” At the time, EA Sports FIFA 15 was all the rage. More than a decade later, and after a slick rebrand to EA Sports FC, that mantra remains the same and then some. Look no further than last year, when EA FC 25 topped the U.S. charts following its record-setting launch in September 2024. As we emphasized throughout Part I of our Gaming Insights Series, sports gamers are a younger and more passionate community.
Those same motifs apply to those who love soccer through EA FC. Soccer – and EA FC for that matter – continues to explode in the United States, which, along with Mexico and Canda, will host the 2026 FIFA World Cup.
What is EA FC & Who is Playing?
EA FC is the biggest sports video game franchise in the world with unrivaled authenticity featuring 20,000 licensed assets across the top clubs, leagues, federations, and players. It’s dynamic, engaging, and has long offered the most real-life simulation of soccer, which explains why it has been so popular for so long.
Of those individuals who play the game in the United States, roughly 79% are Gen Z & Millennials, meaning that they are 44 years old or younger. Furthermore, over 33% of this group are Hispanic, per GWI. As SPORTFIVE’s latest whitepaper study on U.S. Soccer Fandom explains, Latin American fans are the heart and soul of soccer culture in the United States. The sport is ingrained in their background and the passion they have for their teams is unrivaled. So, it comes as no surprise that this subsect makes up a large portion of those who play EA FC.
Perhaps more importantly, soccer fans in the U.S. play more EA FC than they watch the two largest American soccer leagues: Major League Soccer (MLS) and the National Women’s Soccer League (NWSL). According to GWI, only 31% of American EA FC players follow or express interest in the MLS. For the NWSL, that number is just 10%.
Major FIFA events, like the World Cup, command an eight-figure investment – at a minimum – for sponsorship deals across the tournament. MLS and the NWSL continue to trend in the right direction, but a good portion of soccer fans in the U.S. watch and follow the English Premier League or the German Bundesliga instead. That’s not to say that partnering with the MLS or NWSL is not recommended; rather, brands have a better opportunity to reach more soccer fans through EA FC with a more efficient investment.
So, what can brands do to tap into the young, diverse, and passionate EA FC community?
"As 2026 planning cycles open, EA Sports FC delivers an exciting, always-on soccer platform for brands. With a mix of dynamic media inventory and custom integrations, this legendary soccer IP can be an extension of a larger soccer strategy or a tentpole for a soccer and gaming program."
Ryan Dow, Vice President of Gaming and Esports for the Americas at SPORTFIVE
SPORTFIVE has been working closely with EA Sports to refresh the partnerships approach with new inventory and packaging that re-write the script to in-game integrations. With new dynamic placements on the virtual pitch that emulate the real-world position, it is clear that brands have a natural role within the FC game experience.
Most of the brand opportunity takes place within the popular Ultimate Team game mode, which features a large majority of all FC matches played across a card-collecting, fantasy-like experience as players build their own rosters and compete online. Within Ultimate Team’s unlicensed stadium environments lives the aforementioned pitch side LED signage inventory – alongside other placements such as broadcast inventory (i.e. Player of the Match) and other engagement-driving entry points.
This is where the innovation takes place. Brands have the opportunity to deliver value to the FC community and show up in creative ways that are not possible in the real soccer world. Examples include the development of a branded kit or jersey design, custom stadiums, and challenges that reward players for completing a series of themed objectives.
Numerous brands have jumped into EA Sports FC already as way to extend their soccer strategy or build around the IP as a hero soccer or gaming platform. Two examples of brands that have coupled pitched LED branding with custom activations include:
State Farm: Released their iconic red polo and khakis as a branded kit for all US FC players as a fun holiday celebration
Xfinity: Supported their partnership with USWNT star Sophia Smith to collaborate on a jersey design, while rolling out a slate of rewards for Xfinity members including packs and game codes.
In addition to in-game integrations, brands can amplify their FC partnerships with content alongside the biggest FC creators across Twitch and YouTube, which are two platforms where sports gamers spend a lot of time. If you recall from Part I of our Sports Gaming Insights Series, sports video gamers stream gaming related content on Twitch and YouTube 1.5x more hours per week when compared to regular gamers.
What’s Next?
As the World Cup quickly approaches next summer, we expect that brands will continue to look for ways to capitalize on the buzz around this once-in-a-generation cultural moment. With expensive entry points and limited inventory around FIFA partnerships and the accompanying broadcast media, EA Sports FC presents an exciting property to explore.
With soccer top of mind across the United States, we expect continued synergy, with more players picking up the controller and celebrating the event by playing EA’s legendary soccer franchise with friends and family, just like with my experience during the 2014 FIFA World Cup.
This is Part II of a three-part series on sports gaming insights. Our final article in this series will explore American Football, with references to Madden NFL and EA Sports College Football, two of the most popular games in the United States.
Frequently Asked Questions
Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.
The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.
A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.
In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.
Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.
A brand partnership is a mutually beneficial agreement between two or more businesses. All parties agree to help one another by promoting and sponsoring each other or creating content together.
Brand partnerships aim to increase brand recognition and ultimately boost sales and customer loyalty.
In sports, co-branding exists, where two or more companies jointly promote their brands, services, and products through cross-marketing efforts.
This can include anything from social media posts, advertisements, and commercials to events and appearances by high-profile athletes and celebrities.
Marketing is crucial in sports for several reasons. Firstly, it enhances the visibility and popularity of sports teams, athletes, and events, attracting a broader audience and increasing fan engagement. Effective marketing strategies help create a strong brand image, fostering a connection between fans and their favourite teams or athletes. This emotional connection often leads to increased fan loyalty and support, translating into higher ticket sales, merchandise purchases, and overall revenue for sports organisations.
Moreover, marketing in sports plays a pivotal role in securing sponsorships and partnerships. Brands are drawn to sports entities with a significant and engaged fan base, offering lucrative opportunities for sponsorship deals. These partnerships not only provide financial support but also contribute to the overall prestige and marketability of the sports brand.
In the contemporary landscape, digital marketing and social media have become integral components of sports marketing, allowing for real-time interaction with fans, personalised content delivery, and global reach. Social media platforms serve as powerful tools to amplify the sports narrative and engage with fans on a more intimate level.
Ultimately, successful sports marketing goes beyond promoting matches and events; it cultivates a culture, builds communities, and transforms sports into a compelling and marketable entertainment product, driving the industry's growth and sustainability.
Choosing the right sponsorship for your goals involves strategic consideration of your brand objectives and target audience. Follow these steps:
Define Objectives: Clearly outline your marketing and business objectives for the sponsorship, whether it's brand visibility, customer engagement, or community outreach.
Know Your Audience: Understand your target audience and align sponsorship opportunities with their demographics, interests, and behaviours.
Relevance: Choose sponsorships that align with your brand values and resonate with your audience, creating authentic connections.
Evaluate Opportunities: Assess potential sponsorships based on factors like reach, engagement potential, and the alignment of the sponsored entity with your brand image.
Budget Considerations: Evaluate the financial aspects, ensuring the sponsorship aligns with your budget while delivering significant value.
Negotiate Terms: Work with the sponsored entity to negotiate terms that meet your goals, ensuring a mutually beneficial partnership.
By aligning sponsorships with your brand objectives, audience demographics, and values, you can choose opportunities that effectively contribute to the success of your marketing and business goals.
SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives.
SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage.
The result is gamechanging sports partnerships that redefine standards in the sports and entertainment space.
SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
