FIFA 21 - Midnight Ramadan League

Following our Channel 4 Diversity award win (the second time in four years) which offers a £1 million airtime prize, we are excited to launch the FIFA21 x Midnight Ramadan League campaign platform.

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The award-winning strategy aims to give a voice to British South Asians in the game of football, by showcasing their efforts and talent. Our launch film features a real grassroots football team – the Midnight Ramadan League – as they break the barriers that have held back past generations and embrace their culture to fuel their passion with the help of key role model and Leicester player, Hamza Choudhury.

The launch film is the start of a wider programme of activity that EA have committed to, based on our insight and launch film creative. The full programme aims to level the playing field over time, addressing the stigma surrounding British South Asians in professional football. This includes, OOH takeovers hero-ing Hamza and the MRL, the integration of the MRL kit and vanity items as accessible content in FIFA21, the signing of Hamza as EA’s first British Asian brand Ambassador, and the production of an educational Comic book in partnership with Show Racism The Red Card that will be seeded out via local school networks.

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