The Football Association (FA) has announced a landmark partnership with EA SPORTS, naming the gaming giant as the official football video game partner for both the England men’s and women’s national teams.
This new global agreement strengthens a relationship that has already lasted more than a decade, ensuring the Three Lions and Lionesses remain central to the EA SPORTS FC franchise.
Partnership Scope
The partnership will see England’s men’s and women’s senior squads, managers, and Wembley Stadium connected by EE prominently featured across EA SPORTS FC titles, including the much-anticipated EA SPORTS FC 26, launching worldwide on 26 September 2025.
Beyond the senior teams, the deal extends to branding and representation within the game itself:
- Official England crests and kits
- FA trophies, including both the men’s and women’s FA Cups
- Integration across multiple EA SPORTS products
With 20,000+ athletes, 750+ clubs, 120+ stadiums, and 35+ leagues represented in the franchise, EA SPORTS continues to be the most expansive digital football platform in the world.
Strategic Timing
The announcement arrives at a pivotal moment for English football.
- Under Thomas Tuchel, the England men’s side is pushing to qualify for the 2026 FIFA World Cup in the US, Mexico, and Canada.
- Sarina Wiegman’s Lionesses, fresh from their UEFA Women’s EURO triumph this summer, are preparing for the 2027 FIFA Women’s World Cup qualification campaign in Brazil.
For EA SPORTS, connecting with both teams at this juncture amplifies global visibility while strengthening ties with a passionate fanbase at home.
Voices from the Partnership
James Gray, FA Commercial Director:
“EA SPORTS’ video games are hugely popular with our supporters and millions worldwide. This new partnership adds to the experience for fans and provides strong backing to both our teams as they bid to take on the world.”
James Taylor, EA SPORTS Director of Football Partnerships:
“This partnership celebrates England’s influence on the global game and reflects our commitment to delivering authentic football experiences for fans everywhere.”
What This Means for Sports Business
This deal underscores several wider trends in sports and entertainment strategy:
- Interactive Entertainment as Sponsorship Currency – Video games are no longer just promotional platforms; they are primary fan engagement ecosystems where clubs, leagues, and federations can build emotional equity.
- Dual Representation Across Men’s and Women’s Football – By equally highlighting both senior teams, the FA and EA SPORTS signal a commitment to gender-balanced marketing, strengthening commercial appeal across audiences.
- Digital Integration Driving Global Reach – With gaming audiences stretching far beyond traditional broadcast markets, federations like the FA can extend brand recognition into new territories where English football may not yet have strong media penetration.
For sponsors and federations alike, this partnership sets a blueprint for how sport and gaming can align as co-branded cultural assets, rather than traditional sponsor–sponsee relationships.
At 365247, we specialize in turning stories like this into strategic playbooks for rights holders, brands, and federations. If you want to understand how partnerships in gaming, media, and sport can drive measurable business outcomes, let’s talk
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