Adidas, EA Team for ‘FIFA 20’ Esports

Adidas and Electronic Arts marked their new collaboration for “FIFA 20” with an official match ball for the EA Sports FIFA 20 Global Series multiplayer and FIFA eWorld Cup esports events.

Debuting at the FUT ChampionCup Stage I online competitive event in November, the Adidas match ball will be available to global competitors at the event and to those watching the esports event via Twitch, and will be unlockable in dedicated content packs.

“At Adidas, we believe that sport has the power to change and transform lives – but this is no longer limited to what takes place on the field,” says Florian Att, global vice president, global brand communications, Adidas. “With the growth of esports, we’re seeing a whole new category of athletes emerge, whose game requires a unique set of skills, training and mindset. We are just as committed to helping support their game, to be the best they can be, through innovative partnerships, specially designed products, as well as physical and mental training tools to help enhance their game. We’re excited to be at the forefront of this new category of sport.”

“We view partnerships for the global game of EA Sports FIFA to be a vital connector between football culture and FIFA culture,” says Brent Koning, competitive gaming commissioner, FIFA. “This groundbreaking partnership with Adidas to field the official ‘EA Sports FIFA 20 Global Series’ official ball reinforces the growth of this competitive gaming franchise. Having a partner with such an iconic brand rooted in football culture – both on and off the field – will continue to build player and spectator interest in the ‘EA Sports FIFA 20 Global Series.’”

Designed to mimic natural, realistic movement, the official Adidas licensed ball takes into account which part of the foot strikes the ball as well as turf, weather and spin.