May 2 – EA Sports FC has digitally deepened its revenue push with a renewed partnership with Gillette just days after the rollout of its first-ever paid battle pass – moves aimed at reenergising its flagship football simulation title amid mixed reception and growing player fatigue.
The Gillette campaign, launched May 1, allows players in the US, UK, and Germany to claim free Ultimate Team packs and coincides with new influencer-led content drops. It builds on a multi-year deal signed in January, which placed Gillette branding on virtual pitch-side boards inside EA Sports FC 24.
The announcement follows EA’s introduction of the Season Seven Premium Pass – a $10/£8.99 paid upgrade to its in-game season model that offers 40 tiers of exclusive rewards, including a 96-rated Franck Ribery ‘Immortal Icon’ card. Crucially, unlike many battle pass systems in other games, this version does not return virtual currency, meaning players must pay each time a new pass is introduced.
The monetisation pivot comes during the popular Team of the Season (TOTS) event, when user engagement and spending spike. But while the new pass adds fresh rewards, it has sparked backlash across gaming community channels, with critics pointing to rising costs in an already monetisation-heavy game mode.
This is a crucial period for EA Sports FC. After rebranding the game from FIFA last year, the title has struggled to maintain community enthusiasm, with Ultimate Team – once its crown jewel – increasingly under scrutiny for exploitative mechanics and limited innovation.
From a business standpoint, EA is seeking to stabilise revenues as the live-service model becomes more central to its strategy. Ultimate Team remains a financial powerhouse, generating over $1.5 billion annually — a figure EA appears eager to grow through expanded partnerships and aggressive content monetisation.
With Gillette, EA gains a brand ally aligned with its core demographic, while Gillette secures prime exposure in one of gaming’s most commercially valuable ecosystems.
Contact the writer of this story, Harry Ewing, at moc.l1746271243labto1746271243ofdlr1746271243owedi1746271243sni@g1746271243niwe.1746271243yrrah1746271243