EA SPORTS FIFA 22 - Activating the World's Game

As EA SPORTS’ retained activation agency of 20+ years, SPORTFIVE are responsible for developing and managing the football partnerships strategy across EA SPORT FIFA’s major global football properties.

SPORTFIVE deliver innovation for football and gaming audiences, ensuring the presence of the biggest teams, athletes and competitions, including the Premier League, Serie A, Real Madrid, PSG & more.

The Challenge

Esports and gaming accounts for one of the most popular industries in the world.

To help further the growth of the industry and their role within it, EA SPORTS asked SPORTFIVE to develop a partnership strategy that brings excitement and enthusiasm to gaming and football fans with each product cycle.   

Operating as EA SPORTS' activation agency, SPORTFIVE manage an extensive portfolio of global partnerships and deliver key campaign pillars and return on investment for the brand. With the aim of engaging EA SPORTS’ global target audience groups , SPORTFIVE also deliver impactful activation throughout each product cycle.

Our Solution

SPORTFIVE deliver on-going strategic consultancy on EA SPORTS FIFA’s global partnership strategy including acquisition and renewals.  

As EA SPORTS’ retained activation agency, we provide a dedicated International Account Management team to support EA SPORTS in the delivery of the global FIFA campaign across all key markets and product pillars.  

Our SPORTFIVE Account Management team ensure that rights utilisation is optimised across EA SPORT’s global portfolio of partners by providing a full range of agency services including rights-holder and talent management, global asset creation, territory toolkits, player appearance planning and execution, digital and social inventory management and event management. 

Bringing the world's biggest stars to the world's game

The Results

The FIFA 22 campaign delivered year on year increase in campaign engagement across EA SPORTS' global partnerships:


Total Impressions


Total Views


Total Engagements

“We truly value the on-going support from our account team at SPORTFIVE. The relationships we have with our partners across football are at the heart of our activation, and we look forward to working together on our exciting new campaign plans”

James Salmon, Marketing Director, EA SPORTS FIFA

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