The post-retirement careers of prominent sports stars often take intriguing paths, including endorsements for Viagra ads, property investments, and involvement in crypto projects. However, one avenue that is proving consistently successful is having their likeness featured on the cover of a video game.
In this career path, even death doesn’t pose a barrier, as two popular video games this year have chosen to honor sports legends who have passed away.
Kobe Bryant, the LA Lakers basketball star who tragically died in a helicopter accident in 2020, is featured on the cover of “NBA 2K24.”
Two of the world’s greatest footballers from past eras, Pele and Johan Cruyff, are also receiving posthumous recognition with their images prominently displayed on “FC 24” by EA Sports. They share the cover with a lineup of living stars from both recent and present times, including Zinedine Zidane, Ronaldinho, Erling Haaland, and Alexia Putellas.
Zidane, the French football legend, commented that many young children now recognize him primarily through his appearance in EA’s game, formerly known as “FIFA.”
“Kids aged eight to 10 don’t know me unless their dads have told them about what I did back in the day,” said the World Cup winner. “It’s more through PlayStation, so it’s kind of funny. I’m used to it.”
The connection between video game publishers and sports icons runs deep, particularly in the United States. For instance, the leading video game series on American football is named after former NFL coach John Madden, who retired in 1978 to become a sports commentator.
According to Julien Pillot, an economist specializing in cultural industries, the endorsement of genuine sports legends is undoubtedly a potent marketing tool. He noted that the substantial cost of securing their endorsement is more than compensated for by the sales generated, both for the games themselves and the in-game “cards” required to unlock additional content.
Gaming companies capitalize on the intergenerational aspect of these endorsements and evoke a sense of nostalgia, said Pillot.
Executives in the industry openly acknowledge this feature. David Jackson, vice-president of the EA Sports FC brand, mentioned that his seven-year-old child knows Pele primarily because of his exceptional rating in the game. He believes that the game allows fans to experience some of the magic of playing with stars from earlier generations.
For the sports stars involved, it’s a two-way street. Even those who don’t achieve the same status as Pele find that the game introduces them to a younger generation. For instance, World Cup winner Robert Pires shared that a 12-year-old boy recently informed him that he had only learned about the French star through playing the game. When Pires asked the boy if he was any good in the game, the response was, “You’re good, but you’re slow.”