Published on September 1st, 2025
Location: United Kingdom
EA Sports Announced as Official England Partner
The Football Association (The FA) has announced a partnership with EA Sports to become the official football video game partner for the England teams, in a deal brokered by global sports marketing agency SPORTFIVE.
The partnership will see EA SPORTS, the world’s leading sports video game developers, build on their longstanding licensing agreement with The FA and become the official football video game partner for the senior sides of both England Men and Women.
The new agreement comes at a time where both teams are bidding to qualify for FIFA World Cups, with the Three Lions currently top of their group ahead of next summer’s tournament in the United States, Mexico and Canada, and the Lionesses looking to build on their historic win at the UEFA Women’s EUROs by qualifying for the 2027 FIFA Women’s World Cup in Brazil.
EA SPORTS are also building for a big year ahead, with the latest edition of EA SPORTS FC 26 being released on 26 September 2025 and setting unprecedented records; with 20,000+ athletes now playable in-game, 750+ clubs, 120+ stadiums and 35+ leagues - powered by over 300+ global football partners.
We are delighted to have helped develop this exciting and impactful partnership between two long-standing SPORTFIVE clients, in what is a truly authentic collaboration.
Carl Woodman, President Global Sales, SPORTFIVE
As part of the new partnership, the latest edition of the video-game series will see the national sides, first team players, managers and the iconic Wembley Stadium connected by EE all feature.
As part of the partnership with The FA, all England crests and kits along with FA trophies including the men’s and women’s FA Cups competitions will also appear within the much-anticipated game.
The FA’s partnership with EA SPORTS is the governing body’s latest deal to be brokered by SPORTFIVE, with the pair having worked together since 2018, on projects including the National Partnership Program of the UEFA Women’s EURO 2022 and the Adobe Women’s FA Cup.
SPORTFIVE is also the retained activation of EA SPORTS, responsible for developing and managing the football partnerships strategy across the game developer’s major global football properties for more than 20 years.
Carl Woodman, President Global Sales, SPORTFIVE, said: "We are delighted to have helped develop this exciting and impactful partnership between two long-standing SPORTFIVE clients, in what is a truly authentic collaboration.
“Not only is this a partnership that will reach millions across the England fanbase, but it will also foster deep engagement amongst fans around the world."
James Gray, Commercial Director, The FA, said: “We’re thrilled to expand our relationship with EA SPORTS as a new official England partner."
"At such an exciting time when our two senior teams are embarking on their World Cup qualification campaigns, it is great to forge such a connection with a globally recognised leader in digital interactive entertainment.
“EA SPORTS’ video games are hugely popular with so many of our fans, as they are with millions of gamers worldwide. In addition to the considerable backing this will give our teams as they bid to take on the world, we know this new partnership can only add to the experience for England supporters when they are enjoying EA SPORTS’ video games.”
James Taylor, Director of Football Partnerships, EA SPORTS, added: “We’re proud to deepen our partnership with the FA, bringing both the England men’s team and the reigning UEFA Women’s EURO champions even closer to our global EA SPORTS FC community.
“This partnership celebrates England’s influence on the global game and reflects our commitment to delivering authentic football experiences for fans everywhere.”
Not only is this a partnership that will reach millions across the England fanbase, but it will also foster deep engagement amongst fans around the world.
Carl Woodman, President Global Sales, SPORTFIVE
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About The FA
The Football Association (The FA) is the not-for-profit governing body of football in England. It is responsible for promoting and developing every level of the game, from grassroots through to the professional game.
The FA oversees England international teams across men’s, women’s, youth and disability football, as well as running the National League System and FA Competitions including the Emirates FA Cup and the Adobe Women's FA Cup, and the world-class facilities of Wembley Stadium and St. George’s Park, all with a purpose to Unite the Game and Inspire the Nation
Press contacts
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Dominic Mills
Marketing & Communications Manager, UK
dominic.mills@sportfive.com
