The background
EA SPORTS faced a significant challenge after parting ways with FIFA to create a new football gaming franchise, EA SPORTS FC24. Without the FIFA name, they risked losing credibility in the football and gaming communities.
To regain momentum, they partnered with Australian football icon Sam Kerr and designed a Sam Kerr-branded football pitch in the game. However, a unique obstacle arose: Australians couldn't access the pitch until after the game’s release. The question became, how do you generate excitement for a virtual pitch no one can yet play on?
The nuts and bolts.
We decided to bring the Sam Kerr pitch into the real world. In partnership with PCYC Auburn, a permanent five-a-side VOLTA football pitch was built with custom-dyed turf and intricate detailing. Launched during the FIFA Women’s World Cup in Australia, the pitch aligned perfectly with the growing excitement around women’s football and the FC Futures program, which supports grassroots sports.
The pitch filled a gap in the community by offering PCYC its first permanent football facility, making football more accessible to disadvantaged youth. On August 8, the pitch was unveiled with a star-studded press event featuring football legends like Ian Wright and Craig Foster. The event drew major media outlets, capitalising on the Women’s World Cup buzz. Local schoolgirls participated in training sessions, while PlayStation 5 stations allowed players to experience the Sam Kerr pitch virtually.
In addition, EA SPORTS committed to a year-long grassroots program offering free weekly football sessions for girls, further embedding football into the community, and ensuring long-term impact. The campaign generated widespread media attention making multiple new headlines, boosting brand recognition whilst also fostering grassroots football development.
