Diversity, Equity and Inclusion

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

FIFA21-C4-MRL-DRIBBLE-2021 — EA Sports promotes playing football to British Asians

By Stephen Lepitak

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

Stephen Lepitak

Stephen is Adweek's Europe bureau chief based in Glasgow.

Recommended articles