EA expands Ted Lasso partnership with AFC Richmond Women

Electronic Arts has expanded its licensing relationship with Warner Bros. Interactive Entertainment, introducing AFC Richmond’s fictional women’s team to EA SPORTS FC 27 for the first time.The agreement brings the Lady Greyhounds into Kick Off, Career Mode and Online Seasons, while extending the television series’ presence through themed content in Football Ultimate Team and the return of Nelson Road stadium.EA SPORTS FC vice-president of brand Jeff Sharma said: “Ted Lasso celebrates the power of football to bring people together, and that’s exactly what FC 27 is built for.“Fans can take the pitch with its Women’s team in Kick Off, lead the Lady Greyhounds as Ted in Career Mode, and represent Richmond in their own Club in Football Ultimate Team.”The renewal builds on AFC Richmond’s previous appearance in EA’s football games, with the men’s team introduced in FIFA 23 before the franchise adopted the EA SPORTS FC name.The latest integration follows the direction of the television programme’s fourth season, in which Ted returns to Richmond to coach a second-division women’s team, connecting the licensing activity with the series’ current storyline.AFC Richmond Women will appear within the game’s Women’s Rest of World category, giving users access to the fictional squad alongside the wider women’s football offering.Career Mode allows players to manage the team as Ted Lasso, with character interactions, cutscenes, social media stories and themed challenges designed to incorporate elements of the programme into the experience.Coach Beard also features in the expanded crossover, retaining another recognisable character as the collaboration shifts its focus towards the Lady Greyhounds.Football Ultimate Team will offer AFC Richmond-themed kits, stadium cosmetics and manager items through in-game objectives, with completion also contributing to users’ overall Season Progress.That structure gives the entertainment property a presence across both team management and customisation, allowing players to engage with Richmond even when they are building their own squads.Abbie Hern, who appears as part of the Lady Greyhounds squad, commented: “Our fans have embraced Richmond as more than just a fictional club. Giving people a way to play and connect with the Women’s team on the pitch in FC 27 feels like a wonderful next chapter.”The agreement provides Warner Bros. with an interactive extension of the television franchise, while EA adds recognisable characters, a fictional club and story-led experiences to several parts of its football game.The inclusion of the women’s team broadens the existing collaboration rather than simply repeating the earlier men’s squad integration, with the new content reflecting the programme’s development.EA SPORTS FC 27 is available across PlayStation, Xbox, PC and Nintendo Switch platforms, giving the partnership distribution through the franchise’s established gaming channels.