Electronic Arts has announced the next tournament in the 2021 competitive season of FIFA Online 4 and unveiled an exciting new brand identity for the EACC Summer 2021 (formerly EA Champions Cup). The new branding for the inter-Asian esports tournament for its free-to-play multiplayer online football game EA SPORTS FIFA Online 4 was developed in consultation with global sports marketing agency SPORTFIVE

With the launch of a new logo for the tournament series, the EACC brand signals to a more youthful and modern identity that promises to better connect with its key target groups in-market. By merging the esports competition with the full power of the FIFA Online 4 branding, the new brand also captivates its ambition to build a much more comprehensive ecosystem that is as vibrant as the mix of players and cultures that are competing. More importantly, the brand envisions itself to be perceived as a premium competition by all fans and stakeholders, with the aspiration for the events and its players to reach new heights – symbolized by the peaks that carry the EACC wordmark within the updated logo.

Piotr Pilich, Deputy Commissioner of FIFA Online 4 at EA, said, “We are thrilled to launch a new brand for the EACC that is more youthful, accessible, and more relevant to fans than ever before. With a new generation of superstar players and fans, we see football in Asia evolving faster than before. These fans are demanding for access to players more than ever and we want to be at the forefront of driving the conversation not just in esports but also in football.”

“We are excited to partner with SPORTFIVE, an agency which boasts an outstanding international brand network and expertise in both traditional sports and esports. We are confident that they will be able to help us expand our reach in both football and the esports ecosystem.”