When a purpose-driven brand finds itself at the intersection of sport, culture and technology, the results can be game-changing. That’s exactly what we’re witnessing with Sokito (the sustainable football boot brand) as it takes a landmark step by being included in EA FC 26.
As a strategic consultant, I leverage the authentic voices of athletes and brands to drive positive and societal change for people and the planet. I’ve seen firsthand how this partnership doesn’t just put a product in the spotlight; it puts a movement on the map.
EA FC is not just a game. It’s a cultural phenomenon with hundreds of millions of matches played online every week. It’s where young fans connect, compete and immerse themselves in football, not only as players but as creators, commentators, and community members. For many, their first touch of the ball is as likely to happen on a console as it is on a pitch.
By securing a presence in EA FC 26, Sokito is tapping into a platform that reaches more than 150 million players globally. Every time a young fan customises their team or experiments with a new boot design, they’re engaging with brands at a level of intimacy that few sponsorships can achieve. For Sokito, this is brand awareness and product trial rolled into one seamless digital experience.
Football’s youngest fans are digital natives. They care deeply about the game, but they care just as much about the world around them. Climate change, sustainability and social impact are not afterthoughts. They’re values these fans expect from the brands they engage with.
By being the first sustainable boot brand included in EA FC, Sokito signals to this audience that they don’t have to choose between performance and purpose. Recent findings from Football For Future state that nine in 10 World Cup Fans say it’s time football took a stand on climate, but many still don’t know what’s at stake.
The inclusion in EA FC 26 acts as a global launchpad. Sokito’s product range will now be seen and selected by players from Lagos to Los Angeles, from Jakarta to Johannesburg. Unlike traditional advertising, this isn’t a message pushed onto fans, it’s a brand embedded into the experience they love most.
That presence builds familiarity, drives curiosity and ultimately creates purchase intent. For Sokito, it opens doors not just in established football markets, but in emerging ones where digital gaming is often the first gateway into global sport. This is also an incredibly powerful sales asset for Sokito to secure retail orders.
The partnership between Sokito and EA FC 26 isn’t just a branding coup, it’s a proof point for how purpose-led products can thrive at scale. It shows that sustainability isn’t a niche add-on but a central part of football’s future, both on and off the pitch.
As a consultant, I see this as a model for what the next era of sports marketing looks like, values-led, digitally integrated and globally resonant. Sokito’s boots in EA FC 26 are more than pixels, they’re a statement that the future of football is sustainable.
