Samsung Collaborates with Guild Esports to Create Weekly Gaming Entertainment Show Surrounding FIFA

November 9, 2022
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• Guild in-house FIFA experts, TN25 and Iain Chambers, dissect all the football action surrounding the FIFA Ultimate Team of the Week with special guests on Squad Goals
• Streamed in front of a live studio audience over three two-hour sessions at Guild HQ
• Up to 30 guests hosted at each filming with live FIFA matches to be played between hosts and special guest
• Guild FIFA duo taking part in the EA Sports Cup as part of the FIFA Global Series

LONDON, UK – 9th November 2022 – Samsung Electronics UK&I has collaborated with partner Guild Esports, a global esports business co-owned by David Beckham, on the run up to the World Cup to host Squad Goals, a series of live shows hosted by Guild in-house FIFA experts, TN25 and Iain Chambers. Each week, along with special guests, the pair will dissect all the football action surrounding the FIFA Ultimate Team of the Week, both in real life and within the gaming sphere from the EA Sports Cup, in front of a live studio audience at Guild HQ in the heart of Shoreditch. 


The collaboration will see three two-hour episodes weekly on Wednesdays between 5-7pm. The first session streamed on Wednesday 2nd November, with the next two due on the 9th and 16th November 2022.


During the livestream episodes, the hosts will kick off with discussing the current Team of the Week before welcoming the weekly guests to chat all things football and FIFA, including the EA Sports Cup, which Guild’s FIFA duo Nico and David are taking part in. They will then dissect what this means for all casual gamers who pay close attention to Team of the Week to then share their picks before it is revealed live on show.


What’s more, each week, the guests will get a chance to take on the hosts at a game of FIFA on a Samsung Neo QLED TV, delivering a dynamic gaming experience with incredible processor and picture quality thanks to advanced motion enhancements and latency reducing technology. To celebrate the launch of the series, viewers at home had the chance to vote for their winner with the opportunity to win a Samsung Neo QLED 4K TV and immerse in an optimal gaming set up themselves.


The first episode opened with special guests Ben Whittaker, Olympic silver medallist Tokyo 2020 and undefeated pro boxer, and Rachel Stringer, broadcaster and host of many FIFA esports broadcasts. During the episode, Ben went head-to-head with TN25 in the first ‘Challenge TN’ competition. To celebrate the launch of the series, viewers at home voted #ben2win or #TN25win as well as liked and shared the live stream on Twitter for a chance to win a Samsung Neo QLED 4K TV so that they could immerse in an optimal gaming set up themselves. Rachel on the other hand, played against Iain to wow the audience with her gaming skills from watching and being around the world’s best.


Zeena Hill, Marketing Director, TV/AV, Samsung Electronics UK&I said: “With the World Cup kicking off in a few weeks’ time, the collaboration between Samsung and Guild Esports will generate excitement and build momentum on the run up to the big game. We are thrilled to be working with Guild Esports to bring forth a truly immersive experience to our audience who are passionate about FIFA and football.”


Nick Westwood, Creative Director, Guild Esports said: “The worlds of real life football and the gaming football community are uniquely linked with performances on the pitch relating to their rating in the game and the weekly Team of the Week – we have long wanted to make a fun chat show format that brings this to life and we are grateful for our partner Samsung’s help in delivering this series.”


The series can be streamed through Twitch: and Alternatively, the series is also available on:

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