Long Live the Prince

In 2006, Kiyan Prince, a footballer on Queens Park Rangers' youth team, was stabbed to death outside his school. If he were alive today, Kiyan would be 30 years old and living the dream as a professional footballer. What better way to show the impact of knife crime than to show the life that Kiyan would have had today? On the 15th anniversary of his passing, Kiyan became a character in FIFA21. His name was added to the QPR squad, he got his own Match Attax card and became the face of JD, the UK's biggest sports retailer. The publicity generated over three years' worth of donations for the charity that lives on in his name.