EA Sport Campaign Promotes Playing More Football to British Asians

The Adam&EveDDB campaign was the winner of Channel 4's Diversity in Advertising competition

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Despite their shared passion for the sport, there is a lack of British Asians playing professional football, an issue computer games maker EA Sports’ new campaign will address to promote the latest in its long-running FIFA 21 series.

Supported by Channel 4’s 1 million-pound ($1.4 million) Diversity in Advertising competition, the campaign from Adam&EveDDB focuses on the grassroots team—the Midnight Ramadan League. The league was set up to help those who want to play while also fasting for Ramadan.

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