Play EA SPORTS FC™ 27 today with Ultimate Edition Early Access*
LONDON, UK - 24 September 2026: Last night, two-time FA Cup winner and former England international, Theo Walcott was joined by EFL legend Adebayo Akinfenwa, some of the UK’s most high-profile sports content creators and special guests, including Chip, DJ Maximum, DJ AG and Headie One as EA SPORTS FC™ and PUMA hosted an exclusive EA SPORTS FC™ 27 launch event at PUMA's flagship Oxford Street store in London.
Held ahead of the game’s worldwide launch on 25th September, the immersive takeover transformed one of the capital’s most recognised retail destinations into a celebration of the communities, culture and passion that continue to shape The World’s Game.
The invite-only takeover welcomed figures from across football and entertainment. Throughout the evening, guests were able to get hands-on with EA SPORTS FC™ 27, exploring the latest gameplay innovations and features through a series of bespoke activations, interactive challenges, and live content moments.
Theo Walcott: “Tonight was extremely fun, and there was plenty of banter throughout. It was great to be part of this event, and it was a top showcase of what EA SPORTS FC™ and PUMA is all about, bringing so many people together through a shared love of football.
“I’ve spent a lot of time today playing EA SPORTS FC™ 27 and I know fans are going to enjoy what’s coming when the game launches.”
The launch showcased the strong relationship between EA SPORTS FC™ and PUMA, with the brand becoming one of the first partners to be integrated into The Grounds** experience. New to EA SPORTS FC™ 27, The Grounds is a social football playground that expands the Clubs experience, taking players from casual kickabouts to top-tier competition across three distinct districts inspired by English, French, and Argentinian football heritage.
The iconic PUMA T7 Collection and PUMA Suedes featured prominently throughout the event, with the collection also available within EA SPORTS FC™ 27.
Highlights from the evening included:
- Crown the Champion: Gaming pods located throughout the store courtesy of PlayStation UK, became the focal point for friendly competition. Footballers and creators teamed up in a series of Crown the Champion match-ups, battling for bragging rights and the title of EA SPORTS FC™ 27's ultimate champion. The match-ups saw Walcott and Shizelle go head-to-head against MK and FG, while other fixtures featured Bov Boys, Hashtag House, Akinfenwa and Headie One.
- Fast Feet brings The Grounds** to the real world: Inspired by the new social experience arriving in EA SPORTS FC™ 27, guests also took part in Fast Feet, a live leaderboard challenge that brought one of The Grounds’ mini games into the real world. After Curtis Davies and Jobi McAnuff set the benchmark scores, attendees competed to top the leaderboard, with the challenge delivering some of the night’s most competitive and entertaining moments.
- Celebrating football culture beyond the pitch: The experience extended beyond gameplay, with a trophy photo wall showcasing silverware from across the English game, including the Premier League and EFL. The space offered guests the chance to celebrate the history, rivalries and moments that make football culture so unique.
- The soundtrack sets the tone: Music has long been a defining part of the EA SPORTS FC™ experience, and throughout the evening guests were immersed in the sounds of FC 27 through a DJ-curated soundtrack featuring tracks from the game's recently released official soundtrack, available to stream on Spotify.
- Partners power the experience: PUMA brought a bespoke customisation bay to the event, allowing guests to personalise apparel and showcase their individual style.
Pre-orders are now available for EA SPORTS FC™ 27, which will launch on PlayStation®5, PlayStation®4, Xbox Series X|S, Xbox One, PC, Nintendo Switch, and Nintendo Switch 2. EA SPORTS FC™ 27 is available now through early access for the Ultimate Edition* and will be available worldwide to play on September 25, 2026.
*Conditions & restrictions apply. See ea.com/games/ea-sports-fc/fc-27/game-disclaimers for details.
**Certain content & features, including The Grounds mode (including Clubs) is available only on PlayStation®5, Xbox Series X|S, PC and Nintendo Switch 2 versions.
For more information on EA SPORTS FC™ 27, please visit ea.com/fc27 and follow the UK&I social channels for all the latest upcoming news and announcements.
ENDS
About Electronic Arts
Electronic Arts is a global leader in digital interactive entertainment. The Company develops and delivers games, content and online services for Internet-connected consoles, mobile devices and personal computers.
Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality brands such as EA SPORTS FC™, Battlefield™, Apex Legends™, The Sims™, EA SPORTS™ Madden NFL and EA SPORTS™ College Football. More information about EA is available at www.ea.com/news.
About PUMA
PUMA is one of the world’s leading sports brands, designing, developing, and selling footwear, apparel and accessories. Founded in 1948, PUMA helps the world’s best athletes and teams perform at their best with its innovative products. Known for its iconic cat logo and the Formstrip, the company offers performance products in categories such as Football, Running and Training. Its Sportstyle collections are rooted in sports and inspire consumers by celebrating sports culture. With its long history and strong heritage, PUMA is proud of having one of the strongest archives in the industry, with many iconic products such as the Suede and the Speedcat. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in over 120 countries, employs about 20,000 people and is headquartered in Herzogenaurach/Germany. For more information, please visit https://about.puma.com.