Context:
After 11 years out of the market, speculation was building about the return of EA Sports College Football. By early 2024, rumors were so widespread that we needed a bold campaign to confirm the game’s comeback and, critically, to recruit over 11,000 college athletes across 134 teams to opt in via the NIL portal. Authenticity was non-negotiable, and the success of the game depended on athletes’ participation.

My Role:

Launched a multi-phase campaign to confirm College Football’s return in 2024 with NIL integration.

• Led the go-to-market strategy and execution for College Football 25, including campaign planning, creative direction, coordination with schools and athletes, and activation across digital, social, and earned channels, while managing and aligning a 130-person CFX team to drive athlete sign-ups and consumer awareness.

• Directed the strategy for the campaign’s hype video, announcing College Football 25’s return and generating initial buzz among athletes, schools, and fans.

• Drove the strategy and execution for College Football 25’s athlete, school, and commentator engagement, including creating 134 custom team logos distributed by schools to confirm in-game representation, partnering with commentators Kirk Herbstreit and Chris Fowler to amplify credibility and awareness, and activating 150 top college athletes to confirm sign-ups and advocate to peers.

• Partnered with former cover athletes and CFB legends to stoke nostalgia and fan excitement.

• Structured the campaign rollout over several weeks to maintain momentum and maximize reach.

Results:

• Achieved the target of 11,000+ athlete sign-ups in just 10 days, ensuring authenticity across all 134 teams.

• Generated millions of video views and widespread sharing of school-released content.

• Secured deep fan and athlete engagement, with high-profile commentators and players driving organic amplification.

• Eliminated the need for backup recruitment plans thanks to the speed and enthusiasm of athlete opt-ins.