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EA FIFA 23 x MLSPA x OneTeam Partners OOH Campaign

OneTeam Partners, EA Sports

2023 Nominee ✨
  • Best in Graphic Design


EA SPORTS, OneTeam Partners and the MLSPA Players Association executed a grassroots out-of-home (OOH) marketing campaign to celebrate the launch of EA SPORTS FIFA 23.

How does this represent “Excellence in Engagement”?

This campaign tapped into the unique passion and pride of MLS fans to create a sense of excitement and anticipation for the game.

One way to achieve engagement excellence was to focus on hyper-local targeting. By identifying high-traffic areas in MLS communities, such as stadiums, public transit hubs, and popular neighborhoods, the OOH campaign reached fans in a way that feels personal and relevant to them. This hyper-local targeting also helped to create a sense of community and shared passion, which in turn drove engagement and brand loyalty.

Another effective strategy was leveraging the power of social media to amplify the campaign. By encouraging athletes, MLS clubs, and fans to share photos and posts about the campaign on social media, the OOH campaign extended its reach and connected with new audiences.


The objective of this activation was to celebrate the EA SPORTS FIFA 23 launch alongside OneTeam and MLSPA in a way that was unique and authentic to MLS. Elevating players, culturalized creative and a fan-first lens drove our strategy and execution.

Strategy & Execution

The out-of-home marketing campaign was focused on elevating players and rivalries that would resonate with the vibrant and engaged MLS fanbases in each market.

The campaign involved a variety of tactics, including digital billboards and wild postings. By using eye-catching visuals and bold messaging, the campaign was able to capture the attention of potential customers and generate buzz around the launch.

By targeting high-traffic, walkable areas in key MLS markets of Los Angeles, New York, Seattle, Nashville, Austin, and Toronto such as public transit stations and popular neighborhoods, the campaign was able to reach a wide audience and build excitement among fans for the launch of EA SPORTS FIFA 23.


  • OneTeam Partners


Kenyatta Bynoe
VP, Creative Strategy & Marketing
OneTeam Partners

Lauren Flanagan
Director, Creative Strategy
OneTeam Partners

Nathen McVittie
Creative Director
OneTeam Partners

Sam Reimnitz
Creative Director
OneTeam Partners

Alyssa Hernandez
Graphic Designer
OneTeam Partners

Stella Koh
Sr. Director, Games Partnerships
OneTeam Partners

Nandita Misir
Brand Marketing Lead

Chrisoula Motamed
Associate Manager, Partnerships

Dan Jones
MLS Players Association

Letty Booth
Commerical Manager
MLS Players Association

Erin Winkfield
Staff Counsel
MLS Players Association

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