EA Sports FC Futures, WNBA & New Balance Collaboration, and SailGP’s Impact League
Welcome to this edition of the Purposeful Partnerships Report, the weekly newsletter that highlights purpose-driven partnerships in the sports industry. This week, we explore the EA SPORTS FC Futures program, the collaboration between the WNBA (Women's National Basketball Association) and New Balance to grow the game, and SailGP's Impact League recognizing their most sustainable teams. Let’s dive in!
EA Sports FC Futures: Bridging the Gap Between Virtual and Real-World Soccer
EA Sports FC Futures is a groundbreaking initiative launched by EA Sports following the rebranding of its FIFA video game franchise. This program aims to increase access to grassroots soccer globally, impacting over 170,000 people in its first year. Here’s an in-depth look at how this initiative works, its impact, and its future goals.
The Genesis of FC Futures
After ending its partnership with FIFA, EA Sports rebranded its popular soccer video game to EA Sports FC. This rebrand provided an opportunity to rethink fan engagement. Inspired by feedback from players who recognized training practices from the game in real-life soccer, EA Sports launched FC Futures to give back to grassroots soccer, leveraging its platform and technology to benefit the real world.
How FC Futures Works
- Free Online Library: The cornerstone of FC Futures is a free-to-access online library containing 42 training drills created in collaboration with UEFA. These drills focus on essential soccer skills like dribbling, passing, and finishing. Integrated into 54 national soccer associations’ coach education programs, this library aims to democratize access to high-quality training.
- Events and Celebrity Endorsements: FC Futures hosts events worldwide, such as the one at the UEFA Euro 2024 fan zone in Berlin, featuring soccer legends like David Beckham and Zinedine Zidane. These events bring the training drills to life, providing hands-on coaching to local youth.
- Infrastructure and Equipment: Beyond training, FC Futures collaborates with foundations, leagues, and federations to create and refurbish soccer pitches globally. The initiative has also distributed over 12,000 soccer balls and various equipment to grassroots clubs, supporting young players in tangible ways.
Impact and Expansion
In its first year, FC Futures has made significant strides in supporting grassroots soccer. It has opened up access to the sport for over 170,000 people across six continents and has committed to a $10 million investment over three years. The initiative also strengthens EA Sports’ relationships with major soccer organizations like UEFA and various national leagues, integrating real-world soccer with its video game platform.
Looking Ahead
EA Sports aims to transform from a video game company into a comprehensive football platform. For the second year of FC Futures, the focus includes launching the Namibia Futures program in partnership with UNICEF, aiming to reach 46,000 young people. The initiative will continue to create new pitches, publish more training drills, provide additional equipment, and expand its global partnerships.
Conclusion
FC Futures serves as an incredible example of how sports companies can leverage their existing assets to create positive impacts for their fans and communities. By transforming an underutilized aspect of their video game—the soccer drill database—into a valuable resource for grassroots soccer, EA Sports has bridged the gap between virtual and real-life soccer. This initiative exemplifies how purpose-driven programs can align with business goals, benefiting both the community and the company. As EA Sports continues to innovate and expand FC Futures, it sets a powerful precedent for how technology and sports can come together to drive meaningful change.
Sail GP Impact Leagues: A Vision for a Greener Sport
The Impact League is SailGP’s podium for the planet. This innovative program tracks the positive actions each team takes to reduce their overall carbon footprint and promotes inclusivity in sailing. Winning teams are rewarded with a cash prize donation to their Purpose Partners, driving more positive impact. Launched in Season 2, the Impact League measures teams’ efforts across each event according to ten robust criteria, including travel, technology and innovation, single-use plastic reduction, and using their voice for good. These results are independently audited and verified after each event. In Season 3, Denmark narrowly beat out New Zealand to win the Impact League. With this in mind, let's break down how the Impact League is achieving success in the communities they engage with.
Season 3 Achievements
In its third season, the SailGP Impact League made significant strides:
- Plastic Reduction Initiative: Through the "More Speed, Less Plastic" campaign, SailGP successfully diverted 5 tons of plastic waste from landfills in Denmark, underscoring their commitment to reducing environmental impact.
- Sustainable Fuel Testing: In Cadiz, SailGP’s innovative use of sustainable fuels led to a reduction of 760 kg of CO2e, marking a significant step towards their goal of a lower carbon future.
- Educational Outreach: Partnering with Protect Our Future, SailGP provided sustainability education resources to 9,000 teachers, aiming to cultivate a new generation of environmentally aware individuals.
Core Focus Areas
SailGP’s Impact League is dedicated to addressing key areas of sustainability and inclusivity:
- Waste Reduction: Implementing strategies to minimize waste production and promote recycling across all events.
- Diversity and Equity: Committing to increasing inclusivity within the sport, ensuring broader representation and participation.
- Innovation for a Lower Carbon Future: Driving advancements in technology to reduce carbon emissions and promote environmental responsibility.
- Gender Equality: Through the Women’s Track, enhancing female participation and leadership in sailing.
Local Impact Projects
SailGP collaborates with host cities to implement local impact projects that support their sustainability goals:
- Tree Planting in Taranto: Facilitating the planting of 50 trees to boost local green spaces and contribute to the area’s ecological health.
- Ecological Anchors in Saint-Tropez: Introducing ecological anchors to help preserve vital Posidonia meadows, crucial for marine biodiversity.
- Solar Farm Support in Plymouth: Partnering with the Plymouth Energy Community to aid the development of the city’s largest solar farm, promoting clean energy use.
A Commitment to Change
SailGP’s efforts illustrate how competitive sports can drive substantial environmental and social progress. By combining thrilling racing with impactful sustainability initiatives, SailGP sets a powerful example of how sport can inspire and effect positive change. Their commitment to these initiatives not only showcases the potential for sports to lead in environmental stewardship but also highlights the importance of community engagement and education in fostering a more sustainable future. As SailGP continues to innovate and expand its reach, it paves the way for other sports organizations to follow suit, demonstrating that sustainability and inclusivity are not just goals but integral aspects of the sporting world.
A New Era of Empowerment: New Balance Partners with the WNBA
New Balance and the Women’s National Basketball Association (WNBA) have officially entered into a groundbreaking multi year partnership aimed at advancing women’s sports. This collaboration marks a pivotal moment for both organizations as they work together to elevate the profile of women’s basketball and inspire the next generation of athletes and fans.
Partnership Overview
- Timing and Context: The partnership kicks off midway through the current WNBA season, just ahead of the highly anticipated WNBA All-Star 2024. This timing is strategic, coinciding with one of the most exciting draft classes in recent history. The connection between the new draft talent and the partnership aims to amplify the visibility and impact of women’s basketball.
- Goals and Objectives: New Balance and the WNBA are committed to pushing the boundaries of women’s sports through a variety of initiatives. The partnership will focus on grassroots programs designed to grow youth basketball participation, foster authentic community engagement, and build a strong foundation for future generations of female athletes.
Strategic Implications:
- Expansion of Basketball Presence: For New Balance, this partnership represents a strategic expansion into the basketball sector, enhancing its presence and influence in the sport. The company aims to leverage its brand strength to support and elevate women’s basketball at all levels.
- Impact on Women’s Sports: The partnership aligns with the WNBA’s ongoing efforts to grow the league’s audience and influence. With recent increases in attendance, viewership, and team valuations, the WNBA is on an upward trajectory. This collaboration is expected to further boost these trends and contribute to the league’s continued success
- Community and Grassroots Focus: Both organizations are committed to making a tangible impact through grassroots initiatives. By focusing on youth participation and community engagement, New Balance and the WNBA aim to create opportunities for young athletes and drive positive social change.
Conclusion
This partnership highlights two brands on the rise working together for the benefit of their fans. I love that New Balance is not just seeking a standard partnership but is actively involving itself in women’s basketball to improve the sport for current and future generations. I am excited to see how this partnership shapes out and I will be on the watch for any unique activations.
That brings this edition of the Purposeful Partnerships Report to an end. I hope you enjoyed the read. Stay tuned for the next edition, where we will continue to explore and celebrate purposeful partnerships making a difference!
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