EA SPORTS™ has been on the pulse of sport culture and a leader in the evolution of sports fandom for decades, with the unique ability to bring the world of sport together. Today, we are showcasing that ability by unveiling a new, first-of-its-kind program centered around the next generation of athletes.
“GEN / EA SPORTS” is a new engagement platform that leverages the power of the EA SPORTS brand to collaborate with emerging, multi-dimensional athletes to meet the next generation of sports fans around our games. GEN / EA SPORTS is a new era for athlete partnerships at EA SPORTS, and the first athlete program from the brand, not tied to an individual game franchise.
The first GEN / EA SPORTS athlete class features four young athletes who are carving their own paths and influencing sport, in, and out of, the game. They embody EA SPORTS values of authenticity, leadership, competition, self-expression and community by positively influencing their sports, pursuing diverse interests and passions beyond their fields of play, and they love games.
(Motorsport / Formula 4 Race Driver / 19 YO / Philippines) – Bianca is a barrier breaker and flourishing content creator on social media – and to her, gaming is training.
(American Football / Colorado Buffaloes / 21 YO / USA) – Not only is Travis a top NFL prospect, he’s a true gamer, popular content creator, and is deeply connected to the community on and off the football field.
(Global Football / Real Madrid FC / 18 YO / Brazil) – Endrick, already a phenom in his own right, he’s got a global presence, and a deep passion and respect for his community.
(Global Football / Angel City FC / 19 YO / USA) – Alyssa not only has a mogul mindset, she’s already a pro – and a hero for the next generation of soccer fans.
“I’m honored to be in this first GEN / EA SPORTS class alongside other amazing athletes who are the next generation of sport,” said Travis Hunter. “To have the support of a global brand like EA SPORTS who genuinely wants to boost our voices and partner on the things that matter most to us is empowering and I can’t wait for fans to see how we bring this program to life.”
Together with these athletes, EA SPORTS will co-create content, partner on initiatives personal to each of them, and engage sports fans where they are, in and around our games. This creative collaboration will deliver fans authentic, meaningful connections with the sports, athletes and games they love.
“Every year, we partner with hundreds of athletes across our EA SPORTS portfolio, and we have relationships with thousands more. GEN / EA SPORTS is the next level, and we’re incredibly proud to partner with these amazing young athletes, carving their own paths and influencing the world of sport,” said John Reseburg, VP, EA SPORTS Marketing, Partnerships and Communications. “This first class - Travis, Bianca, Alyssa, and Endrick - are multi-dimensional, authentic, and dynamic personalities, and we’re excited to co-create meaningful experiences together for the future.”
Fans will see more from GEN / EA SPORTS in the coming weeks and months. To stay updated on GEN / EA SPORTS and follow EA SPORTS on Instagram, Tik Tok, X, Facebook.