Legion At FIFAe

FIFAe 2025 is FIFA’s premier global esports tournament, where national teams compete across eFootball Console, eFootball Mobile, and Rocket League. Held in Riyadh in December 2025, the Finals brought together football passion, competitive gaming, and national pride on a global stage. For Lenovo Legion, FIFAe 2025 served as a strategic lead-in to its partnership with the FIFA World Cup 2026. It was an opportunity to show up early and authentically within football culture. The objective was to embed Lenovo Legion into football esports in a way that felt credible and earned, connecting with Gen Z and Millennial audiences who value performance, competition, and community.



Rather than relying on traditional sponsorship messaging, Lenovo Legion focused on participation, performance, and storytelling. The brand partnered with three creators at the intersection of football, gaming, and community, giving them the freedom to capture FIFAe in their own voice, from atmosphere to competition to emotion. Brandon Smith hosted a Spin the Wheel football challenge, inviting fans to compete for Lenovo Legion prizes. Abdo2xd brought live energy through a One-Touch Challenge, rating shots on the Lenovo Legion Pro 7i as the crowd reacted in real time. Sidsitytv created a speed-run tour of FIFAe, showcasing the venue, finals preparation, and the Lenovo Legion booth. To further bridge football and esports, Team Furia participated in a Keepy Uppy Challenge, demonstrating skill both on the pitch and in-game. A Rocket League style car equipped with a GoPro moved through the venue, offering an immersive perspective of the event.



Across all content, Lenovo Legion devices powered gameplay and live interactions. Products were integrated naturally, reinforcing performance and reliability without scripted messaging. Over the one-week Finals period, the campaign generated 9.2 million views and 30,518 engagements, including 25,652 likes, 1,675 comments, 1,306 shares, and 627 saves. These results reflect strong audience participation and community response.