OPPORTUNITY
For the second consecutive year, EA SPORTS organized a global launch event for their new game, FC25, which took place in various cities such as Madrid, Paris, London, Riyadh, Sydney, Milan, Düsseldorf, and New York, among others.
In 2008, Jozy Altidore was the face of the game’s cover in North America, which opened up opportunities to explore new collaborations and synergies between the brand and the player.
ACTIVATION
Due to his influence in U.S. football, EA SPORTS invited Jozy Altidore to be one of the key figures at the event in New York. His participation was prominent: he posed on the red carpet with the new game, conducted interviews with media outlets like GOAL, and connected with the audience through MLS social media platforms. Additionally, he took part in a match on stage alongside former teammates, further elevating the profile of the event in front of hundreds of spectators. Jozy Altidore’s presence was crucial in representing the brand at this launch.
IMPACT
Thanks to his active social media participation and multiple interviews, Jozy Altidore played a key role in expanding the reach of EA SPORTS, reaching hundreds of thousands of additional users. His influence was not only reflected in the direct impact on the audience but also in the genuine connection he established with the brand.
The affinity between Jozy and EA SPORTS added an important intangible value, showing that legendary figures in sports not only endorse products but also seek to partner with brands that represent excellence and authenticity. This collaboration strengthened EA SPORTS’ image as a leader in the world of sports video games.
