October 21 – The blurring of ‘sporting’ boundaries and rights ownership that eSports throw up is brought sharply into focus again today with the EA Sports-sanctioned FIFA 22 Challenge.
The ‘EA Sports FIFA 22 challenge powered by Adidas’ is a one-day competitive tournament, played on EA’s FIFA game, that pairs top professional footballers with the world’s best FIFA players on the virtual pitch.
Played in the 2vs2 format, the competition sees four pairs representing Team EA, play four pairs representing Team Adidas – in effect Adidas has transitioned its traditional sponsorship activity from kit to team ‘ownership’ for this event.
The challenge will feature players from clubs including Manchester City, FC Barcelona, Chelsea, Paris Saint-Germain, and FIFA esports pros from teams including Fnatic, Team Vitality, DUX, and more.
Broadcast will be across the official EA Sports FIFA esports Twitch and YouTube channels. The FIFA 22 Challenge is a sequel to EA’s most-watched esports broadcast of all time, the FIFA 21 Challenge.
“A precursor to the FIFA 22 Global Series (FGS 22), the FIFA 22 Challenge marks the first EA-sanctioned FIFA 22 competition that will showcase 2-vs.-2 competition – a new format that will become a mainstay throughout the FGS 22 season,” said an EA press release.
The latest edition will feature footballers from Manchester City, FC Barcelona, Chelsea, Paris Saint-Germain, and more, and FIFA pros from Fnatic, Team Vitality, DUX, and more. Competition runs across the official EA SPORTS FIFA esports Twitch and YouTube channels today at 11a PT. The FIFA 22 Challenge is a sequel to EA’s most-watched esports broadcast of all time, the FIFA 21 Challenge. Last year’s edition drew an average minute audience (AMA) of 254,057 with a total watch time of 1,024,696 hours.
“The event will feature a comprehensive viewership rewards programme, providing spectators the opportunity to earn exclusive vanity items and FGS tokens for tuning in. Depending on time spent watching, viewers who link their Twitch and EA accounts will be awarded in-game items, such as an Adidas 99 kit, Adidas 99 Stadium Dressing, Team Gullit and DUX Gaming badges and kits, and FGS tokens, which can be swapped for packs. Additionally, EA will reveal a new FIFA Ultimate Team content update in partnership with Adidas arriving in November,” said EA Sports.
Team EA:
- Timo Werner (Chelsea) and SaNkHs (Case Esports)
- Adebayo Akinfenwa (Wycombe Wanderers) and Tom (Excel Esports)
- Diogo Jota (Liverpool) and Tekkz (Fnatic)
- Layvin Kurzawa (Paris Saint-Germain) and Levi (Team Gullit)
Team Adidas:
- Weston McKennie (Juventus) and RocKy (Team Vitality)
- Pedri (FC Barcelona) and Gravesen (DUX Gaming)
- Ferran Torres (Manchester City) and Matias (Team Heretics)
- Callum Hudson-Odoi (Chelsea) and Lisa (JLingz esports)
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