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Partnerships

From Sidelines to Spotlight: Utah’s Playbook for Powering EA SPORTS College Football

After nearly a decade of silence following NCAA Football 14, EA SPORTS approached Utah in January 2021 with an urgent opportunity to rejoin a reimagined college football video game. The challenge: decide within days whether to participate—before NIL monetization for student-athletes was legalized, and despite Utah choosing not to collect EA’s guarantee in prior years.

 

 

10.3M

Team Selections

Top 10

In Big 12 team selections

Top 55

In team selections nationally

Challenges

Utah's decision required:
• Legal analysis amid NIL uncertainty
• Clear communication with Office of General Counsel (OGC)
• Assurance of roster anonymity and compliance safeguards
• Trust in EA’s transparency and future NIL adaptation

Insights &
Strategy

As the creation of EA SPORTS College Football 25 ramped up, Utah's licensing team was determined to be a helpful and valuable partner.

IMPACT

PS5 and Xbox Series X|S

Core next-gen console audience reached

11 Year Wait

One of the largest sports game launches of the decade

130+ FBS Programs

Battling for visibility in college sports' digital space

Since the game's launch on July 19, 2024, EA SPORTS College Football ranked #1 among all non-apparel licensees in CLC's FY25 rankings. This places the title ahead of traditional power categories like sideline apparel and headwear — reinforcing that digital gaming is now a primary licensing vertical, not an experimental one.

By FY25, EA SPORTS College Football was ranked as the top non-apparel collegiate licensee nationwide, reflecting the scale and legitimacy of gaming as a core licensing category. The players empowered Utah through millions of team selections — placing the program in the top tier nationally for digital fan engagement. Utah's early legal clearance, NIL readiness, and asset support positioned the institution not just as a participant, but as a strategic contributor to one of the most significant collegiate brand launches in modern history.