The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Integrated

FIFA 23 x TED LASSO

Agency EA SPORTS + Apple + EA SPORTS FIFA 23 Development Team

Client EA Sports + Apple

Category

Brand Partnerships

Annual ID

OS23_IG007G

About the Work

How do you take a fictional English football club, from the most successful TV comedy show in the world, and their beloved (yet also fictional) mustachioed manager and make them real? You put them in the place where any REAL club could ever show up: EA SPORTS FIFA, the world’s biggest sports video game, featuring over 700 real clubs from around the world.

EA SPORTS joined forces with AppleTV+ to bring the Emmy-award winning show Ted Lasso to FIFA 23. While Ted Lasso and AFC Richmond aren’t real, EA SPORTS integrated them into FIFA 23 as if they were. But for gamers to accept it, the integration of Ted Lasso into FIFA 23 had to feel authentic and just like any other real club joining the game. That meant creating in-game versions of the club's stadium, jerseys, players, and of course, Coach Lasso.

Ted Lasso’s official Twitter account kicked off the partnership with a teaser post featuring the back of his head getting a 360º motion capture scan. Thousands of fans of Ted and EA SPORTS FIFA immediately started speculating about the possibility of Ted and AFC Richmond actually being in the game. The next day, our launch film confirmed the partnership.

This collaboration allowed FIFA 23 players and fans of the show to play with Ted Lasso and their favorite AFC Richmond players across multiple game modes.

The integration, which generated significant in-game engagement, social conversation and earned media coverage from gamers and entertainment fans alike, further reinforced EA SPORTS’ position as a leader in the evolution of sports fandom and entertainment.

Results:
17th most played team in FIFA (out of over 700 REAL teams).
Streaming of Ted Lasso on Apple TV+ increased 35%.
Over 2,000 articles written globally about the partnership.
13.2 billion Earned Media impressions in the first 30 days.
With no paid media, the partnership got more social buzz than when the show, Ted Lasso, won 4 Emmy Awards.

2023 Awards

Total Points: 45

Credits

Client / Brand

Ea Sports
Apple
EA SPORTS FIFA 23 Development Team

Director of Brand Marketing

Kevin Strunk

Director of Strategy

Ben Prout

Head of Creative

Paul Marr

Senior Vice President, Legal & Business Affairs

Jen Stump

Vice President of Brand

David Jackson

Vice President, Business Development & Licensing

Ben Elliott

Vice President, Clearance & Integration

Lora Ducat

Vice President, Legal Affairs

Aaron Lowenstein

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