EA SPORTS launches inaugural EA SPORTS FC Mobile Festival in Bangkok via Bolster Group

EA SPORTS FC Mobile and creative agency Bolster Group have officially kicked off a new era in fan-first competitive entertainment with the successful launch of the inaugural EA SPORTS FC Mobile Festival – a high-energy, two-day event in Bangkok that saw Southeast Asia’s entertainment, sports, and gaming cultures collide in spectacular style.

Held across 14–15 June, the festival brought together fans for an electric mix of esports, international football legends and partners, and top-tier regional music acts, resulting in over 1500 attendees, 295 million VOD views, 101 press articles, reaching 42 million UVPM and six major brand partners, the festival set a bold benchmark for what’s to come.

Transforming Bangkok’s BCC Hall into a buzzing festival precinct and broadcast in over 14 countries, EA SPORTS FC Mobile Festival delivered two high-energy days of football, gaming, and live music. International football icons Rio Ferdinand and Jay-Jay Okocha headlined daily show matches against local Thai talent, including rising star, Suphanat Mueanta. These ran alongside esports tournaments featuring KOLs and pro players from Thailand, Indonesia, China, Korea, India, Singapore Malaysia, ANZ and MENA which saw leading Thai players Totonnaka22 and JETKOY claiming the champion titles on both days, showcasing the region’s competitive edge.

Meanwhile the festival’s music stage lit up with headline performances from MILLI (Thailand’s breakout star and the first Thai artist to perform on Coachella’s main stage), Thai hip-hop heavyweight URBOYTJ, local T-pop boy band favourites Atlas, rising Indonesian rapper Ramengvrl, and emerging T-pop solo artist Benz. Fans could also explore immersive activations from recent UEFA Champions League and Premier League Champions Liverpool FC and Paris Saint-Germain, get up close with the Premier League and Ligue 1 trophies, plus get their hands on some exclusive merch.

Backed by Presenting Rights Partner of the series, Visa, the festival delivered high-impact experiences that showcased the festival’s unique ability to unite football, music, and gaming into a culturally resonant and scalable format. Visa created an exclusive VIP Lounge offering guests signature food & drink by Michelin-starred Thai chef Ton, plus meet-and-greets with Rio Ferdinand, Jay-Jay Okocha, Ramengvrl and MILLI whilst skincare partner, Garnier offered the immersive Game Face Starter Park motion-capture experience, broadcast integration and brought in creators including Charlotte Austin. Anda Seat, who provided pro-level chairs for players and talent, Samsung, the gaming devices, Klook, and Supersports, were also key partners in bringing the festival to life.

The EA SPORTS FC Mobile Festival in Bangkok marks the first in a multi-year, multi-city series across Asia-Pacific, designed to connect with local communities and celebrate the passion of football fandom.

Says Stuart Coleman, Senior Director of Marketing, APAC + IMEA at Electronic Arts: “EA SPORTS FC Mobile Festival represents an exciting new chapter for how we connect with our players in the region. Bringing the game to life through live experiences like this allows us to celebrate the passion of our community in powerful new ways, blending football, mobile gaming, and culture to create something truly unique. The response in Bangkok has been incredible, and we’re just getting started.”

With Bolster Group leading strategy, creative, production and partnerships, and EA SPORTS anchoring the competitive and community experience, the EA SPORTS FC Mobile Festival series presents a powerful opportunity for brands to engage Southeast Asia’s youth through bold, entertainment-led experiences.

Says Bolster Group’s CEO James Clarke: “EA SPORTS FC™ Mobile Festival is about redefining fandom in Asia, where gaming meets football, music, and lifestyle, all in one place. We’re thrilled to partner with EA to bring this concept to life in a way that moves beyond the screen and into real-world culture. The response in Bangkok was phenomenal, and it’s clear there’s a huge appetite for live experiences that speak to a new generation of fans.”

Bolster is now welcoming interest from commercial partners and media collaborators across the region as the festival expands into new cities. To express interest or learn more about upcoming EA SPORTS FC™ Mobile Festival opportunities, contact: Alex Light, alex.l@blstr.co

Creative, strategic and experiential agency: Bolster Group
Darren Levin, GM of Marketing Solutions
Erin Flanagan, Head of Project Delivery
Ben Wills, Global Partnerships Lead Aeroplane
Alex Light, GM of Partnerships
Sophie Bloomfield, Senior Creative Project Manager
Jakeena Kronberger, Global Partnerships
Ashleigh Holmes, Partnership Account Manager

Client: EA Sports
Stuart Coleman, Senior Director of Marketing APAC + IMEA
Theresa Bray, Senior Marcom Manager, FC Mobile + Emerging Markets
Dani O’Sullivan, Head of Marketing Experiences and Event Partnerships
Carmen De Paor, Brand Partnerships & Marketing Operations Manager Asia + MENA
Sameena Ramsden, Global Football Partnerships Manager

Partner brands:
Presenting Rights Partner: Visa
Skincare Partner: Garnier
Chair Partner: Anda Seat
Device Partner: Samsung
Sports Retail Partner: Supersports
Travel & Ticketing Partner: Klook

Football partners:
Premier League
Liverpool F.C.
Paris Saint-Germain

Agency partners:
Whitelist
SOOP
Genhype
Mana Partners
Xyren
Made Viral