EA Sports and Channel 4: Inspiring the Next Generation of Footballers by Adam&EveDDB

The 2021 winner of Channel 4’s Diversity in Advertising Award is EA Sports’ campaign for Fifa 21, which highlights the lack of British Asian representation in professional football and celebrates the grassroots football team: the Midnight Ramadan League.

The ad, which was created in partnership with Adam&EveDDB, features Premier League star and newly signed EA Sports Fifa Ambassador, Hamza Choudhury – who is championing the game-changing impact of role models on future generations following research which shows only 0.25% of the UK’s 4,000 professional footballers are British Asians.

The spot explores the Midnight Ramadan League, a grassroots football team set up to help those who struggle to play during their Ramadan fast, with matches kicking off after Iftar and before Suhoor.

Directed by Bassam Tariq and produced by Pulse Films, the advert tells the story of Qaiser, a British Asian teenager and role model to his younger sister, Aaminah. After breaking his fast, we follow Qaiser as he leaves the family home late at night before arriving at the Midnight Ramadan League pitch.

Following a robust tackle that knocks Qaiser to the floor, we see Leicester City midfielder and his role model, Hamza Choudhury, lift him up off the pitch before taking the ball and scoring a goal. The advert concludes with Qaiser arriving back home, exhilarated by the game and explaining the night to his excited younger sister.

The winning TV activity is part of the wider ‘Inspire The Next Generation’ EA Sports campaign, which aims to start fixing the cycle that has been holding back British Asian football talent for generations.