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Last year, EA Sports welcomed Ted Lasso into the world of Fifa. Now the unprepared coach of fictional team AFC Richmond just won video game publisher and Apple a Cannes Lions Grand Prix in the Brand Experience and Activation category.
Lasso, the fictional star of the Emmy-award winning Apple TV+ series, became a playable character in the Fifa 23 game alongside other popular figures from the show. The game’s trailer features testimonials like, “He didn’t know a thing about football, but that didn’t matter” and “He’s someone you can’t help but root for.”
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