Contract details
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2011
2016
Ambassador
Lionel Messi’s Partnership with EA Sports: A New Era in Football Gaming
On 24 November 2011, EA Sports announced a groundbreaking collaboration, unveiling Lionel Messi as the global face of its FIFA video game franchise. This marked a significant shift in football gaming, as Messi transitioned from a multi-year partnership with Konami, where he had been the cover star for PES (Pro Evolution Soccer) from 2009 to 2011.
Messi’s new role as an EA Sports Football Ambassador was first seen on the cover of FIFA Street, launched in March 2012, kicking off a multi-year partnership with the world’s best-selling sports video game franchise.
A Global Campaign with Messi at the Forefront
As part of the partnership, Messi became the centerpiece of EA Sports’ marketing and advertising campaigns, packaging designs, and social media initiatives. The collaboration not only bolstered the FIFA franchise’s global appeal but also brought an added layer of authenticity by aligning the game with the world’s most celebrated footballer.
Impact on the FIFA Franchise
The timing of Messi’s arrival coincided with a surge in the FIFA series’ popularity. FIFA 12, released shortly before the announcement, broke records by selling 3.2 million copies in its first five days, making it the biggest launch in sports video game history. This momentum carried over into the following years, as Messi graced the covers of FIFA 13, FIFA 14, FIFA 15, and FIFA 16, solidifying his association with the brand.
Social Impact: Messi’s Foundation and EA Sports
The partnership extended beyond gaming. EA Sports collaborated with the Leo Messi Foundation to support global initiatives focused on social, educational, and healthcare projects for children. This alignment with Messi’s philanthropic work added depth to the collaboration, highlighting the shared commitment to making a positive impact on communities worldwide.
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