Changemakers Spotlight: Sarah Simpson- Global Events Head, EA SPORTS
With over 20 years in events, Sarah’s career has spanned several industries, from broadcast to sports to retail, and now to gaming as the Global Events Head for EA SPORTS. In this role, Sarah oversees the team responsible for bringing iconic EA SPORTS franchises to life, including FC, Madden, College Football, F1, and NHL. Creating fan-centric experiences that blur the lines between the physical and the digital is at the core of what she does. You’ll probably find her on her road bike or singing karaoke when not at an event. Fun fact, Sarah has sung the national anthem at several NFL, NHL & MLS games!
SponsorshipX is delighted to have Sarah on stage in Toronto (November 13-15) as part of our Changemakers Summit speaker roster. Learn more about her, and you will understand why we are so thrilled!
SPX: Sarah, please share a quote, philosophy, or guiding principle that reflects your approach to creating change.
SS: "It's not an adventure until something goes wrong."
~ Yvon Chouinard
SPX: What’s the most significant lesson you’ve learned about innovation during your sponsorship journey? How has it influenced your work?
SS: Innovation isn’t just about technology or the distant future—and can easily live in the everyday. Anyone, in any role, can be innovative and creative. Sometimes it’s simply having the courage to suggest a new idea or a different way of doing things. For me, curiosity is the driver. I’m always asking, “Could we do this differently? Could we pivot completely?” That mindset pushes me to move beyond the traditional playbook to create a fresh experience.
SPX: We would love to hear about a project, partnership, or initiative you’re most proud of. What impact did it have?
SS: Our Women’s Football Summit supported the historic launch of FIFA 23, marking the first time in franchise history that a female athlete appeared on the cover. To celebrate, we hosted a high-profile launch event in London, bringing together world-class athletes, influential leaders, and key stakeholders in women’s football. While women have been featured in the game since FIFA 16, this summit marked a turning point— announcing a series of commitments to advancing the women’s game both on and off the field. These commitments remain central to my work today, continuing to champion major activations across women’s global leagues, tournaments, and social impact initiatives.
SPX: What excites you most about the future of sponsorship and the opportunities for Changemakers?
SS: Bold ideas with clear intent. In the first half of my career, I focused on sponsorship activation, where most concepts were safe and straightforward—anchored in traditional partnership packages spanning branding, web, social, hospitality etc. As the space gets noisier and noisier, I’ve seen both brands and rights holders push creative boundaries, thinking bigger, and often choosing to focus on a single asset—executed in the most unique and impactful way possible.