The Clubhouse - FC25 Global Launch

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.

It needed to more closely align with modern football culture and galvanise EAFC’s growing fanbase behind a key moment in time, rewarding the most loyal members and an open invitation for people everywhere to show what they would do for EAFC.

We broke the traditional format of game launches to celebrate the launch of one of the world's most hotly anticipated games, EAFC ‘25.

Introducing… EAFC ClubHouse

A game-changing in-person & broadcast experience that united gaming and football communities worldwide and left every guest inspired and empowered to do anything and everything ‘For the Club’.

EAFC ClubHouse connected with global football culture through a creative entertainment-led format that was as engaging for the online audience as it was for those in person.

EAFC ClubHouse brought together icons from gaming, football, and culture to celebrate the latest chapter in the EAFC journey. 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.

It was a brand experience for a few hundred people in New York, Sydney, London, Paris, Riyadh, Milan, Madrid and Düsseldorf broadcast live from Madrid to thousands globally via Twitch.

We created a central visual identity combined with experiential must-haves, allowing for a visual red thread to flow throughout, regardless of the location. Each event celebrated the local communities and cultures that make football special in those markets. This is where Clubhouse and Culturalization collided.

Each Clubhouse gave fans had the chance to meet heros of the game. In Madrid, cover star Jude Bellingham, the legendary Zinedine Zidane, Eden Hazard, Endrick, and reigning Ballon d'Or winner Aitana Bonmatí, all represented the past, present, and future of football.