SIGNED BY FANATICS
We flipped the NIL playbook by doing what had never been done: giving real NIL deals to virtual athletes — players created by fans in EA Sports College Football ‘25. While only college athletes typically get NIL deals, we brought fans into the action, turning their virtual players into stars. Fanatics signed them and delivered real rewards: custom jerseys of their virtual selves, official Topps trading cards, and FanCash prize money. This was NIL for the people — a first-of-its-kind way to let fans experience the thrill of being signed.
ENGAGED A NEW AUDIENCE OF
2 MILLION
GAMER FANS
OVER
6 MILLION
GAMERS GIVEN THE CHANCE AT AN NIL DEAL
AWARDS
GOLD
2025 Cannes Lions / Entertainment For Sports / eSports & Gaming
2025 Clio Sports / Branded Entertainment / Gaming
2025 Clio Sports / Branded Entertainment / User-Generated Content
SILVER
2025 Clio Sports / Fan Engagement
2025 Clio Sports / Integrated
BRONZE
2026 One Show / Gaming: Community Building
SHORTLIST
2025 Cannes Lions / Entertainment Lions for Gaming / Influencer & Co-Creation
2025 Cannes Lions / Entertainment Lions for Sports / Fan Engagement / Distribution Strategy
PRESS
