EA Sports unveils new Sam Kerr community football pitch in Auburn

August 10, 2023

Karen Sweaney

EA SPORTS is bridging the gap between the digital world and real world, with the launch of the Sam Kerr Football Pitch in Western Sydney’s Auburn.

The community football pitch has been constructed at Auburn's Police Citizens Youth Clubs centre, with a 12-month partnership started between EA Sports and the PCYC.

The field will be the base for the grassroots partnership, which will aim to grow the football skills of young women and produce the next batch of Matildas stars.

Western Sydney Wanderers will also be involved in the program, providing coaches and players to help teach and mentor the girls in the program.

In the next 12 months, training camps will take place across Sydney and NSW as part of the grassroots program.

The construction of the pitch was handled by Sportszone Group.

Implemented by Banter, the pitch will also have a digital counterpart in both EA Sports FIFA 23 and the upcoming EA Sports FC 24, with it being available as a playable pitch in both.

Mitchell Loadsman, co-founder of Banter shared ”It’s such an honour to be part of a meaningful program that will not only inspire girls around the country, but also facilitate training and game play for years to come, to grow the next generation of future stars.

“The pitch production process was incredibly complex as we had to create an exact match of the in-game pitch. The turf was custom dyed to match the colours and then stitched together on site and we’re over the moon with the end result.”

Arsenal legend Ian Wright, Australian football personality Craig Foster and Matilda Emily Gielnik were involved in the pitch unveiling, with Kerr unable to attend because of World Cup commitments.

Kerr shared via a statement "It’s an honour to have a pitch inspired by and created in my name. To be part of this wonderful initiative to help grow football in Australia as well as providing young girls further opportunities."

Stuart Coleman, senior director, Asia marketing for Electronic Arts enthused “We’re thrilled to announce the arrival of EA SPORTS FC in Australia revealing a pitch dedicated to our global ambassador Sam Kerr as part of our FC FUTURES program.

“Partnering with PCYC to provide access to a pitch for the local community in what we hope will inspire the next generation of grassroots players and grow the game in an incredibly exciting time for football in Australia.”

James Salmon, Senior Director, Brand at EA SPORTS FC added "Our vision for EA Sports FC is to live at the intersection of football, technology and community.

"We believe FC Futures can provide unique tools to support the next generation of grassroots players. Sam Kerr is synonymous with inspiring the love of football, and we couldn't be more excited to work with her to unveil this pitch and to continue providing greater access to sport for the community."

EA Sports FC is the rebranded football video game built by EA Sports, with the developers parting ways with long-standing partners FIFA in 2022.

While it has lost the FIFA brand, EA Sports has separate deals with 300 clubs and leagues around the world, allowing the player names, clubs, and competitions to continue existing in-game after the change.

At the time of the partnership ending EA Sports noted “Everything you love about our games will be part of EA SPORTS FC — the same great experiences, modes, leagues, tournaments, clubs and athletes will be there.

"Ultimate Team, Career Mode, Pro Clubs and VOLTA Football will all be there. Our unique licensing portfolio of more than 19,000+ players, 700+ teams, 100+ stadiums and 30 leagues that we've continued to invest in for decades will still be there, uniquely in EA SPORTS FC. That includes exclusive partnerships with the Premier League, La Liga, Bundesliga, Serie A, MLS — and more to come."

Images from top. Arsenal legend Ian Wright at the ptch opening. Credit: EA Sports; Construction of the pitch was handled by Sportszone Group. Credit Sportzone Group; football clinic; Sam kerr pitch. Credit: EA Sports.

About the author

Karen Sweaney

Co-founder and Editor, Australasian Leisure Management

Artist, geoscientist and specialist writer on the leisure industry, Karen Sweaney is Editor and co-founder of Australasian Leisure Management.

Based in Sydney, Australia, her specific areas of interest include the arts, entertainment, the environment, fitness, tourism and wellness.

She has degrees in Fine Arts from the University of Sydney and Geological Oceanography from UNSW.

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