FA eLions

DSM partnered with The FA to design and implement a strategic approach to FIFA esports, establishing The FA as a leader in the space while engaging younger fans and driving commercial growth.

We developed the eLions esports infrastructure, launched a Twitch channel, integrated commercial partners, and increased gaming content around England Football.

By blending football talent with gaming ambassadors and telling the story of England’s eLions through streamed content, we connected the virtual and real-life game in a way that resonated with audiences.

The campaign achieved over 1.5 million views for eLions: The Eliminator and secured more than 30 licensing agreements, marking a significant expansion of The FA’s digital presence.