Muslim prayer features in Ramadan-inspired advert for FIFA game | Islam Channel

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Neha Sharma
Neha Sharma
17 Feb 2022

An advert starring Premier League star and newly signed EA Sports FIFA Ambassador Hamza Choudhury is part of the winning campaign for the computer game FIFA 21.

The one-minute-long commercial also features the Birmingham-based Midnight Ramadan League, alongside the Leicester City star, set up in 2018 to help those who struggle to play during their Ramadan fast, with matches kicking off after Iftar and before Suhur.

The campaign, by creative agency adam&eveDDB, highlights the lack of British Asian representation in professional football.

The advert responds to research showing that representation of British Asians in professional football has been considerably lacking and disproportionate to the broader population.

British Asians make up only 0.25% of the UK’s 4,000 professional footballers.

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