EAFC 26, Women’s Football, and the Future of the Game: Inside the Vision with James Salmon

For decades, the FIFA — now EA Sports FC — series has been the ultimate digital playground for football fans. From pulling off last-minute screamers to crafting the perfect Ultimate Team, it has shaped the way millions experience the sport. But something has shifted in recent years. The rise of women’s football on the global stage, driven by World Cups, Champions League nights, and Euro-winning Lionesses, has made its way into the virtual world in a big way.

With Chelsea Women, Bayern Munich Women, and the Lionesses confirmed as official partners for EAFC 26, GOAL sat down with James Salmon, Senior Marketing Director at EA Sports FC, to dig deeper into how the studio sees the growth of the women’s game, what it means for fans, and where the future of EAFC is headed.

EAFC 26 and the Growing Engagement with Women’s Football

It wasn’t long ago that women’s teams were a novelty in the game. Now, Salmon points out, the fan response has gone beyond expectations.

“Women’s football is growing exponentially… it’s incredible to see that growth and that reflected in what we’re seeing within our experiences,” Salmon said. “We’re seeing a huge amount of engagement, and to speak to some specific numbers, there have been over 13 billion matches played with a women’s player in the starting XI of an Ultimate Team side.”

That stat alone says everything. The appetite is there, and EA’s platform has become more than just a video game — it’s a cultural hub for fans to explore the women’s game in new ways.

Of course, certain players stand out. “Because of her being one of the most important and iconic players in the history of the sport, a player like Mia Hamm is very, very important to our community,” Salmon explained. “But then the usual suspects that you’d anticipate being most used because of their on-pitch ability — the likes of [Alexia] Putellas or [Aitana] Bonmatí — are super prevalent in terms of the amount that they’re used within our game.”

What New Partnerships Mean for EAFC 26 Fans

England v Spain – UEFA Women’s EURO 2025 Final Salmon

With Chelsea Women, Bayern Women, and the Lionesses announced as official partners, fans naturally wondered: weren’t they already in the game? What difference does it make?

Salmon was quick to explain that partnerships are about more than just ticking a box. “At the highest level, authenticity matters. We know that 20,000 athletes, 750-plus clubs and national teams, 120 stadia… that stuff matters to our fans,” he said. “To your point, those sides were already in the game. It’s about the depth of storytelling that we can share.”

And storytelling is central to how EA sees its role. Fans want to know the journeys of their favourite players, not just their ratings. Through the EA Sports app, FC, and FC Mobile, Salmon says the company can now tell those stories across platforms. “We get immense value from being able to tell the story of a phenomenal athlete like Lauren James or my daughter’s favourite player, Chloe Kelly.”

The partnerships, then, are less about adding teams and more about creating deeper connections between the players, their journeys, and the fans who idolise them.

Will Kingsmeadow Appear in EAFC 26?

For Chelsea Women fans, the announcement raised another burning question: does this mean Kingsmeadow will finally be in the game?

Salmon’s answer was cautious, but insightful. “The stadium process is an interesting one. We get asked this a lot from fans about the selection of stadiums that go into the game. It is such a technical process and it requires a huge amount of investment.”

In other words, it’s not as simple as signing the license. Building a stadium in-game is a painstaking task, and EA has to weigh fan demand against development resources. To address this, the team has launched the FC Feedback Hub, a platform for fans to request features like stadiums.

“I’m really interested to see some of the feedback we’re going to get around that stadium selection process,” Salmon said. “We will reflect the wants and the needs of our community of fans in the stadiums that go into the game.”

Celebrations, Chloe Kelly, and What’s Next

No EAFC release would be complete without new celebrations, and fans have been asking whether Chloe Kelly’s now-iconic shirt-swinging Euro 2022 celebration will make the cut in EAFC 26.

“Possibly,” Salmon smiled. “I think she’s a national treasure. What she’s done in terms of growing the profile of the women’s game, what she represents both on and off the pitch… it’s just so important. In terms of celebrations, again, this is something we’re asked about a lot and it is really important. I wouldn’t want to commit to it, but very possibly, yes.”

Who Salmon Wants in His Ultimate Team

Finally, talk turned to Ultimate Team — the heartbeat of the EAFC experience. Which female stars does Salmon personally hope to pack in EAFC 26?

“Alex Morgan would be the obvious go-to,” he admitted. “Bonmatí, I like her versatility — she’s just such a wonderfully gifted technical player. I’m really treading on eggshells here not to reveal any stats or any of their player ratings… but as a multiple Ballon d’Or winner, I think it’s fair to assume she might be right up there.”

Salmon also highlighted icons like Mia Hamm and Alexia Putellas, while keeping it close to home with a nod to Chloe Kelly. “For the sake of Rosie and Lily [his daughters], I’ve got to say Chloe Kelly.”

A Bigger Picture for EAFC 26

What becomes clear after speaking with Salmon is that EAFC 26 isn’t just about updated kits, new features, or rating debates — it’s about reflecting the culture of football itself. By deepening its connection with women’s football, EA isn’t just expanding its game; it’s contributing to the sport’s continued rise.

For fans, that means more than just picking Lauren James in a squad or unlocking Mia Hamm in Ultimate Team. It means having the chance to follow their stories, celebrate their goals, and see them represented with the same authenticity and care as their male counterparts.

And as Salmon says, “It isn’t just about the game itself and its features. It’s about all of the stories and how they’re all connected within football.”