Focus

EA SPORTS FC partnered with the Premier League to bring the Summer Series to the United States for the first time. With stops in New Jersey, Chicago, and Atlanta, the tour created a unique opportunity to connect with U.S. fans through immersive programming, competitive play, and authentic community engagement. ICNCLST was tasked with translating the spirit of EA SPORTS FC into a real-world experience—driving awareness for EA SPORTS FC HD & Mobile, boosting pre-orders for FC 26, and deepening fan relationships with the Premier League and ePremier League.

Expertise

ICNCLST led event production, design, content creation, talent management, and fan experience across all three cities—delivering a consistent yet locally nuanced presence for EA SPORTS FC.

Interactive & Cultural Experiences

Fans engaged through gaming lounges for console and mobile play, exclusive merch and giveaways, and a PUMA customization booth with live artwork by Atlanta-based artist Kevin Bongang. The Shot Power Challenge created personalized highlight videos tied to pre-orders, while meet & greets with Premier League players and a curated Icon Gallery Wall brought the sport’s legends closer to fans. VIP and tournament stages featured celebrity matchups and competitions with major prizes, all amplified by live music and performances that rooted each stop in local culture.

Cultural Impact

The Summer Series showed how EA SPORTS FC could localize football for U.S. fans by weaving culture, music, art, and community into the experience. From young fans meeting their heroes to locals repping customized Bongang tees at the stadium, to Earthgang electrifying the Atlanta crowd, the activations delivered moments that transcended the game and solidified EA SPORTS FC’s cultural footprint in America.