EA Sports In New Campaign To Encourage British Asian Representation In Football

EA SPORTS will launch a new TV ad as part of a FIFA 21 campaign to tackle the disproportional lack of representation of British Asians in football.

The ad was created in response to Channel 4’s invitation to the ad industry last year to pitch campaigns focussed on the authentic representation of UK Black, Asian and Minority Ethnic Groups cultures within TV advertising. The EA SPORTS spot, created by adam&eveDDB will debut during the broadcaster’s Friday evening show Gogglebox, and will.

The FIFA 21 new campaign explores the Midnight Ramadan League – a grassroots football team set-up to help those who struggle to play during their Ramadan fast, with matches kicking-off after Iftar and before Suhoor. 

Directed by Bassam Tariq and produced by Pulse Films, it tells the story of Qaiser, a British Asian teenager and role model to his younger sister, Aaminah, who leaves the family home late at night after breaking fast and playing in the Midnight Ramadan League pitch.

Fronted by Leicester City midfielder Hamza Choudhury, the campaign will run across 4Sales’ entire portfolio of channels as well as All 4, after the broadcaster made £1m of commercial airtime funding available for the project. 

Channel 4 says the campaign taps into research that shows role models are a powerful force for driving positive change by inspiring the next generation, encouraging parental support as well as tackling misconceptions and prejudice. 

“Growing up, football was always my first love,” said Choudhury. 

“From playing with my friends in the street after school, to heading to the pitch at the weekends, it was always my dream to become a football player. I’m proud of my Asian heritage and without it, I wouldn’t be the person or footballer that I am today, so it was an honour to partner with EA SPORTS to tell the inspirational story of the Midnight Ramadan League – a team I would have loved to play for! I hope that, together, we can help inspire future generations to follow their dreams.” 

Verica Djurdjevic, Chief Revenue Officer, Channel 4, said: “Now in its fifth year, our Diversity in Advertising Award continues to highlight the importance of reflecting the cultural diversity of the whole of the UK in TV advertising. Evidence on screen points to positive progress being made which is really heartening but we’re not there yet and so we look forward to launching EA SPORTS’ impactful new campaign – sharing an important and authentic story with Channel 4 viewers.” 

David Jackson, VP Brand, EA SPORTS FIFA, added: “Football is the world’s game and has immense power to unite family, friends and fans. At EA SPORTS we strive to grow the love of football through the stories we tell, so were delighted to work with Hamza to celebrate the Midnight Ramadan League. Hopefully we can inspire future generations to get out on to the pitch and play.”  

To further support the campaign, EA SPORTS has unveiled a number of initiatives including a comic book written by Choudhury himself, titled ‘Hamza: My Story’. The book documents his upbringing as a British Asian and his journey to make it as a professional footballer, and will be distributed to Premier League Primary Stars and Show Racism the Red Card linked schools to ‘help inspire the next generation’.

EA SPORTS has also released a number of bespoke FIFA 21 Midnight Ramadan League inspired in-game assets, which include an exclusive Midnight Ramadan League kit and stadium dressing, featuring a stylised centre circle flag and a custom tifo.