EA SPORTS broke the traditional format of game launches to celebrate the launch of one of the world's most hotly anticipated games, EAFC ‘25.
One-line summary: A game-changing in-person & broadcast experience that united gaming and football communities worldwide and left every guest inspired and empowered to do anything and everything ‘For the Club’.
Wrap Film [click here]
CLUBHOUSES
Building on the momentum established in Year 1, FC Clubhouses evolved to represent the key innovations of FC 25, to showcase the spirit of ‘For the Club’, to expand access to more fans at home.
FC 25’s biggest innovation was the major focus for our Clubhouse events. Immersing our in-person attendees in the world of RUSH and allowed them + their followers to experience the most social way to play any game mode.
Clubhouses aren’t just a product showcase, they were an opportunity to bring to life FC 25’s strategic platform and campaign tagline, ‘For the Club’. Each Clubhouse dedicated multiple spaces throughout the space to celebrate the dedication, passion, commitment, and sacrifice that players and fans make ‘ For the Club’.
GLOBALLY CONSISTENT. LOCALLY NUANCED. Once again, we created a central visual identity combined with experiential must-haves, allowing for a visual red threat to flow throughout, regardless of the location. Each event celebrated the local communities and cultures that make football special in those markets. This is where Clubhouse and Culturalization collide.
Tues, Sept 24th
Wed, Sept 25th
Wed, Sept 25th
Wed, Sept 25th
Wed, Sept 25th
LONDON Thurs, Sept 26th
Thurs, Sept 26th
Thurs, Sept 26th
Created for fans by fans, EA SPORTS FC™ brings together gaming and football communities.
The EAFC ClubHouse, first created in 2023, introduced the world to EAFC, an event which invited athletes, celebrities, brand partners, press and creators to become part of the world’s biggest football club.
However, in 2024, the Clubhouse needed to evolve.
This year, the Clubhouse needed to more closely align with modern football culture and galvanise EAFC’s growing fanbase behind a key moment in time, rewarding the most loyal members and an open invitation for people everywhere to show what they would do for EAFC.
The ‘For the Club’ mantra defines modern football culture.
It captures the emotion behind the game and the fandom that connects people to their clubs.
We chose to take the emotion and spirit of fandom behind the mantra and use it to bring EAFC’s global community together through a series of live brand experiences around the world.
Showcasing the global community that only EAFC can embrace.
A game-changing in-person & broadcast experience that united gaming and football communities worldwide and left every guest inspired and empowered to do anything and everything ‘For the Club’.
EAFC ClubHouse connected with global football culture through a creative entertainment-led format that was as engaging for the online audience as it was for those in person.
EAFC ClubHouse brought together icons from gaming, football, and culture to celebrate the latest chapter in the EAFC journey.
EAFC Clubhouse gave fans an open invitation to show what they would do ‘For the Club’ and, in return, gave them an unforgettable star-studded brand experience.
Clubhouse events challenged every guest to ask themselves “What would you do ‘FOR THE CLUB?’ with branding, swag and interactive experiences tailored to each region; further establishing EA’s strategic platform and global tagline for FC 25.
The experience also marked the debut of “Rush,” a thrilling new way to play.
We created an immersive IRL Rush stadium, which served as a first look at the revamped gameplay, with stations set up for attendees to try out the new release for themselves.
Clubhouse was a brand experience for a few hundred people in each city … broadcast live from Madrid to millions globally via Twitch.
● Guest arrival & registration House DJ starts
● Clubhouse Open
● Twitch stream
● Live Headliner Set In partnership w. Spotify
● ClubHouse Closed
● Main Stage Guest(s) Appearance
● Player interviews w. press, EA social, partners
● VIP Rush Gameplay Match
● House DJ Starts
CLUBHOUSE ENTRANCE
MAIN STAGE
TWITCH LIVESTREAM
RUSH STADIUM
The world joined in the action through social media and exclusive livestreams.
Content was at the core of the FC Clubhouse experience, creating hyper-shareable moments throughout the night allowing each and every guest to amplify the experience at scale on behalf of EA SPORTS FC.
IG showcasing marquee Clubhouse moments, a Twitch stream that anchors it all, an Instagram story that spans all 8 events around the globe, and timely feed content featuring talent designed to engage our audience and reach casual fans.
Connect with their audience live from ClubHouses via live streaming stations, live event coverage & talent access.
Use the scale of our athletes’ channels via photography in feed and stories that shows them getting hands on with FC 25 and engaging with our brand.
Bespoke content plans for our biggest partners like Real Madrid, LaLiga, the Premier League, UEFA, and more that leverage some of the biggest channels we can access.
EARNED High-profile media join us for coverage of the ClubHouse via green carpet access executive interviews, athlete interviews and social content capture.
Driven by the talent
Talent played a critical role in the success of Clubhouse events. Their attendance and social posts helped EA maximize awareness, scale key messages, and deliver results during a major commercial moment. Each and every guest was there to PROMOTE, CREATE, INFLUENCE & ADVOCATE on behalf of EA SPORTS FC at scale.
Clubhouse attendees were the promoters of the core experiences from our events (i.e. RUSH) and the amplifiers of event key messages (i.e. For the Club, Play Now).
Clubhouse attendees needed to be able to create engaging content from the events that resonated with target audiences and effectively communicates event key messages.
Clubhouse attendees needed to be able to effectively influence their followers, build consideration, and drive action form target audiences at scale.
Clubhouse attendees needed to positively reflect and represent the Club. They embodied the spirit of ‘ For the Club’ and championed the FC brand.
Building on the success we saw with our partners across FC25 Clubhouses, we looked to deepen the partnership integration even further, finding meaning touchpoints that made sense both for FC & the partner. Partnerships included:
PlayStation
partnership across 6 Clubhouses including console exclusivity with branding featured in all event console desks, official invites, step & repeats, and screens.
3000+ custom Pepsi cans handed out at 4 clubhouse events.
Nike Founders kit and Rush Stadium video asset featured.
SPOTIFY
1st ever Spotify
Livestream featuring FC25 Sountrack artist J Balvin.
250M+ VIEWS
30M+ ENGAGEMENTS
TWITCH LIVESTREAM: BIGGEST EVER NON ESPORTS BROADCAST ON FC TWITCH W/ 710K VIEWS
JUDE BELLINGHAM COLLAB POST GENRATED 32M IMPRESSIONS
1ST EVER SPOTIFY LIVESTREAM FEAT. FC25 SOUNDTRACK ARTIST J. BALVIN
316+ JOURNALISTS IN ATTENDANCE
5857 ARTICLES ACROSS TOP 10 MARKETS INCLUDING SKY SPORTS, SOCCER BIBLE
TOTAL UVPM ARTICLE REACH 6.8B
700+ CREATORS IN ATTENDANCE ACROSS 8 CITIES GENERATING 250M VIEWS 30M ENGAGEMENTS
49 CURRENT & HISTORICAL PLAYERS
1.2B PLAYER AND CLUB SOCIAL REACH
17 CREATOR VS. ATHLETE VIP MATCHUPS 10+ HOURS CLUBHOUSE LIVESTREAMS
FC25 CLUBHOUSE ATHETE CONTENT DROVE 1.8M IN EARNED MEDIA VALUE. 2nd ONLY TO COVER REVEAL
“Wow, what we pulled off was pure magic. Countless times throughout the event I caught myself staring at a display or a screen, or watching guests interact, just thinking back to all the time, effort and countless zooms (and google meets!) that went into making our vision a reality. We launched FC25 in the best way possible.”
Sarah Simpson, Global Events Lead, EA SPORTS.