EA Sports FC24 North America Launch
Events
Installation
Partnership
Photography
Product
Production
Strategy
This summer, EA Sports had the task of re-launching their iconic football game under a new name for the first time in the franchise’s history.
To supercharge the renamed EA FC24’s release, ICNCLST was engaged to launch the product in North America, which manifested in an invite-only event in New York, with a star-studded cast in attendance. From Didier Drogba, to Chase B, Jalen Brunson and Midge Purce in attendance, all attendees shared a passion for the game.
The event took place on September 27th, as the seventh and final global Clubhouse event, and culminated in the game’s worldwide release at midnight.
Focus
ICNCLST was engaged to support the North American launch of EA FC24, marking the first rebranding of the franchise in its history. The goal was to create a high-profile, culturally resonant launch that amplified excitement for the renamed game.
Execution
The launch manifested as an invite-only event in New York City on September 27th, featuring a curated, star-studded guest list including Didier Drogba, Chase B, Jalen Brunson, and Midge Purce. The event was designed to engage key cultural figures, highlight the game’s evolution, and culminate in the worldwide release of EA FC24 at midnight.
Cultural Impact
By merging gaming, sports, and celebrity culture, the activation generated buzz across communities and amplified awareness of the franchise’s new identity. The event successfully positioned EA FC24 as a culturally relevant, must-play release while celebrating the shared passion of its community and ambassadors.
