Together with #Unstereotype Alliance and EA SPORTS FC™ 24, TRUE BALLERS introduces a group of unique loan players that FC24 gamers can use to upgrade their teams. These players showcase diverse versions of masculinity and success beyond football, from personal achievements to emotional well-being. Initially fictional, TRUE BALLERS will evolve to include real people and customizable characters. Addressing the gap between media portrayals of men and men's personal definitions of success, the campaign aims to counter stereotypes. Launching in 2025, the campaign will leverage EA SPORTS FC™'s platform, social media, and creators to reach and engage more Gen Z men globally.

Together with #Unstereotype Alliance and EA SPORTS FC™ 24 we create TRUE BALLERS: A group of never-before-seen loan players, which FC24-gamers can use to upgrade their football team. What makes TRUE BALLERS unique is that these players represent a new and fresh version of masculinity by showing gamers not only what makes them successful football players but moreover successful men in general. By including players' personal quotes, we promote different kinds of success stories. These can range from spending time with loved ones to great feelings after therapy sessions. Or short: All possible versions of success. In the beginning, the TRUE BALLERS will be fictional. Over time, we will incorporate real people and even allow gamers to create their own TRUE BALLER.

There is a gap: Whereas the media portrays a single-minded and superficial image of men being rich and famous, men themselves define success individually, such as having a great time with friends. This perceptual gap creates negative feelings in 1 out of 3 men. The way out: gaming. An activity Gen Z pursues for 3 hours a day, allowing 84% to feel and be authentic. When it comes to gaming, 1 out of 4 young men play EAFC24™. A game about the most popular sport worldwide – football – that unites yet divides. Whereas football players often represent common stereotypes, the people behind the players – the gamers – do not. Thus, although men’s football is the most popular and widespread sport, it still does not show all the facets of masculinity. Based on this insight, we break stereotypes by incorporating in-game TRUE BALLERS.

By partnering up with EA SPORTS FC™ we can use their platform and social channels to generate reach outside of #Unstereotype Alliance’s bubble. In 2025 the campaign will hop on the FIFA Club World Cup football wave. It starts with the announcement of EA SPORTS FC™ 24 new secret loan players followed by a one-by-one reveal of who they are via social media (Instagram, TikTok, X, Facebook) with over 32M followers, YouTube with over 5M subscribers and the EA SPORTS FC™ Website. During the one-by-one reveal the TRUE BALLERS launches in-game. The campaign will generate buzz and be supported by film and print campaigns as well as earned media such as amplifiers like gaming influencers and streamers and PR coverage. This is how we will reach more Gen Z men worldwide, which in return will generate even more gamers and engagement. We aspire to get 50 million impressions and 44 thousand