“Dreams need a spark - and when one ignites, it lights a thousand more.”
Sport’s not just physical. It’s emotional, tribal, generational. Every chant, every dodgy VAR call, every backyard kickabout threads together to build our collective story of glory. But even now, countless girls and young players still doubt the game’s for them. The emotional spark that pulls them in? Often missing.
The roar inside needs fuel. Because little dreams turn into big roars - and that’s how the beautiful game keeps growing.
EA Sports FC and spoken-word artist Joseph Roberts wanted to do more than hype up the latest tournament.
They wanted to capture the feeling - the heart-racing, throat-tightening, flag-waving pride that turns fans into lifelong supporters and new players into passionate believers.
The brief was clear: celebrate the Lionesses’ legacy and inspire the next wave of players - especially young girls - to lace up, join local clubs, and dream bigger than before.
Avoid the usual ‘game highlights montage’ clichés. Make something that hit harder, lingered longer, and ultimately drove connection beyond the screen.
Football’s greatest power isn’t winning trophies - it’s what it does off the pitch.
It gives kids confidence, teaches resilience, and stitches people together with memories that last decades. Yet young girls still face invisible barriers: outdated stereotypes, patchy support, nagging self-doubt.
We uncovered a rallying cry: “little girls everywhere deserve a reason to roar louder than they ever did before.”
That became our emotional foundation. A chance to show football’s power to fuel ambition, belonging, and boundless pride.
We collaborated with Joseph Roberts to bring ‘The Path To Glory’ to life - a gritty, lyrical love letter to football’s ability to unite, inspire, and evolve.
Spoken word with teeth. Joseph’s verses didn’t tiptoe. They celebrated skill, sweat, and spirit - weaving Lioness triumphs with little girls kicking balls in muddy local pitches.
Emotional escalations. From “little girls giving it a whirl” to “bigger dreams than they ever had before,” he built momentum like a chant rising from the terraces.
Cinematic simplicity. No glossy over-production. Raw language, rhythmic pacing, and visceral imagery kept it real and universally relatable.
A story beyond the screen. Each line wasn’t just hype - it was crafted to light sparks in grassroots clubs, backyard games, and living-room celebrations worldwide.