Signed By Fanatics

Objective

Fanatics launched a campaign to democratize Name, Image and Likeness (NIL) sponsorship deals, which traditionally were exclusive to real college athletes. With over 5 million fans actively creating virtual athletes in EA Sports College Football 25, the brand saw an opportunity to position itself as an innovator in sports marketing by offering the first-ever real sponsorship contracts to fan-created virtual players, thereby extending brand engagement into the gaming and collectibles space.

Solution

The 'Signed by Fanatics' campaign allowed fans to create custom virtual athlete avatars in EA Sports College Football 25 and submit them for consideration to receive real NIL contracts from Fanatics. The campaign launched on Twitch through streamer Sketch's channel, with virtual character Sari Fercussin becoming the first recipient of an official NIL deal. Fanatics awarded a total of six virtual athlete NIL contracts. Each signed virtual athlete received comprehensive brand activation including custom digital jerseys, exclusive 1/1 Topps digital trading cards, branded digital commercials, and physical billboards placed in their virtual college towns—blurring the line between digital and physical retail.

Results

The campaign generated 2 million new social media followers for Fanatics, with approximately 1.8 million representing previously unengaged audiences. Fan interest in collectibles was strong, with initial trading card announcements generating offers exceeding $5,000. The campaign won a Gold Award at Clio Sports 2025 (Branded Entertainment/Content - Games category) and an Entertainment Lions for Sport Gold award at Cannes Lions 2025.