Sure global ambassadors come to life as digital avatars in new FIFA world Roblox collaboration
July 27, 2023
Some of the biggest names in women’s football will become immortalised as digital avatars, as part of a new partnership between Sure and FIFA World, launched ahead of this month’s FIFA Women’s World Cup 2023™.
The global governing body’s immersive fan experience, which launched last year ahead of FIFA World Cup Qatar 2022™ will once again come to life within Roblox; with Sure female football ambassadors including Trinity Rodman, Lauren James and Melanie Leupolz featuring in the virtual environment as digital avatars, allowing its community and football fans around the world the chance to interact with the players in social spaces, earn rewards and digital collectibles.
Through the integration of its female ambassadors in FIFA World, Sure hopes to empower more girls with the confidence and opportunity to play football.
This latest collaboration comes as Sure launches its Breaking Limits: Girls Can series, with the ambition of equipping and inspiring more girls to play football and other sports. Sure’s global FIFA Women’s World Cup™ campaign will also see its ambassadors feature across a range of local and globally relevant assets and platforms, including TV, social, digital, OOH, retail and experiential.
Kathryn Swallow, Sure Global Brand VP, said:
“The FIFA Women’s World Cup 2023TM is set to be one of the sporting events of the year and we’re delighted to be involved as official sponsors of the tournament and to bring this ground-breaking partnership to life in FIFA World.
Together with FIFA, Sure is committed to getting more girls to play football and we are thrilled to launch the Sure Obby in FIFA World, a space where everyone can feel confident to move – regardless of race, gender or perceived ability.”
Eduardo Solis, Head of Marketing Partnerships at FIFA, added:
“Sure’s commitment to developing football has always been clear to us, and that’s why they’ve been a perfect partner for the FIFA Women’s World Cup 2023, and it’s great to see them engaging with our digital experiences to encourage the next generation – we’re excited to see what their ambassadors can bring to life within FIFA World.”
Sure female football ambassador, Lauren James, said:
“It’s so exciting to see a digital version of myself in Roblox and I think this just shows how far women’s football has come in a short space of time. I’m proud to be a part of a campaign with Sure that is helping to break down barriers for young girls and inspire them to follow their dreams.”
