Case Study | Football 🤝 Underground

Football brands have moved away from predictable, mainstream sounds in favour of something more real, and something that speaks to today’s generation. These fans want music that mirrors their tastes and their values, Raw, edgy, and full of energy. Underground music.

Football, a sport traditionally aimed at massive, global audiences, is now speaking to a generation that craves authenticity. The players on the pitch are icons, pioneering the sport from grassroots to the highest quality it’s ever been.  And the music that accompanies these moments needs to feel the same way. It should be true to the sport’s intensity.

This is where games like EA Fifa and major football campaigns come in. I often hear "Found this one of Fifa", for years Fifa has been a platform for underground pioneering artists to break into the mainstream, offering a diverse soundtrack that reflects the global reach of football. A game which you don’t mute. It’s not just about a pigeonholed genre, it’s about the energy. The pulse of underground music adds grit and urgency to the game, mirroring the high stakes and fast pace of the sport.

By bringing underground music into the heart of football culture, both in campaigns and games, brand creatives are tapping into something far more exciting than just a soundtrack, they’re capturing the spirit of a generation of underground music lovers, rave goers and gig attenders. They’re helping shape the future of football’s UK cultural landscape.

We used this approach for EA's latest campaign for FIFA Mobile 25

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