EAFC Clubhouse

Amplify

Client: EA SPORTS

The EAFC ClubHouse, first created in 2023, introduced the world to EAFC, an event which invited athletes, celebrities, brand partners, press and creators to become part of the world’s biggest football club. However, in 2024, the Clubhouse needed to evolve.

We took the emotion and spirit of fandom behind the ‘For the Club’ mantra and used it to bring EAFC’s global community together through a series of live brand experiences around the world. Introducing… EAFC ClubHouse 8 Clubhouses. 8 Cities. A format-breaking brand experience to celebrate the launch of one of the world's most hotly anticipated games, EAFC ‘25. Taking place over the three days before the launch, an event for a few hundred lucky guests, and broadcast to millions live over Twitch. EAFC Clubhouse gave fans an open invitation to show what they would do ‘For the Club’ and, in return, gave them an unforgettable star-studded brand experience. In Madrid this included cover star Jude Bellingham, the legendary Zinedine Zidane, Eden Hazard, Endrick, and reigning Ballon d'Or winner Aitana Bonmatí, all representing the past, present, and future of football. Each event celebrated the local communities and cultures that make football special in those markets. This is where Clubhouse and Culturalization collided.