Apple TV+ linked with games giant Electronic Arts to promote Season 3 of its soccer comedy drama Ted Lasso by bringing the programme’s fictional characters into the world of FIFA 23: meaning Lasso and his AFC Richmond team will be playable in the new version of the world’s most popular football game.
In the blockbuster football game’s latest iteration, players will be able to select Lasso as their playable manager in ‘Career Mode’, or to manage AFC Richmond by swapping them into the Premier League or any other playable ‘Career Mode League’, while the club’s fictional ‘Nelson Road’ stadium also becomes part of the game.
The entertainment crossover was promoted through an integrated campaign spearheaded by a Lasso-themed online trailer released by EA and Apple TV+ across their own platforms on 21 September which featured a voiceover by former England and Arsenal striker Ian Wright and features former England and Manchester United forward Wayne Rooney and current England and Manchester City midfielder Jack Grealish.
The spot, which seeks to drive viewers to https://www.ea.com/games/fifa/fifa-23, runs with the copy: “Believe it. #FIFA23 x #TedLasso He’s proven he belongs in the game, now Ted Lasso and AFC Richmond are playable in FIFA 23 starting September 30.
The hero video is supported by a set of online content and a major PR push.
Believe it. #FIFA23 x @TedLasso
He's proven he belongs in the game, now Ted Lasso and @AFCRichmond are playable in FIFA 23 starting September 30.
Learn more https://t.co/n4eQXTC4f4 pic.twitter.com/M9tIiqKHPx
— EA SPORTS FIFA (@EASPORTSFIFA) September 21, 2022
The campaign rolled out a week ahead of the 30 September FIFA 23 global launch.
Comment
We like the playful feel of the creative – which tonally matches the show’s humour – and this streamer/gamer crossover may boost awareness of the new series and of the new edition of the game whilst encouraging gamers (who don’t annually upgrade) to move on to the latest iteration of the long-running FIFA franchise.
Ted Lasso has become something of a beloved character and built a strong mainstream following which may bring in some brand new players to the FIFA universe and, of course, it feels fun to bring a fictional, brand-linked team into the world of FIFA.
Indeed, it’s not the first time this has happened and this tie-up follows in the footsteps of EA’s collaborations with Coca-Cola’s fictional player ‘Alex Hunter’ and Burger King’s ‘Stevenage Challenge’.
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