FANATICS: 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.
Case Study
OOH
Prizes (Custom Jersey and Trading Card)
PRESS:
RECOGNITION:
GOLD / YELLOW
2025 CANNES LIONS / Entertainment For Sports / eSports & Gaming
MERIT / SHORTLIST
2025 CANNES LIONS / Entertainment Lions for Gaming / Influencer & Co-Creation
2025 CANNES LIONS / Entertainment Lions for Sports / Fan Engagement / Distribution Strategy
CREDITS:
VP, Creative Director: Adam Lock
Creative Leads: Harry Barron and Todd Bradley
Internal Videographer: Jack Radutzky
Writers: Kamri Goff
Designers: Joe Chong
Strategy: Lindsay Faulkner
Brand: Fanatics