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Long live the Prince: R's re-sign Kiyan on FIFA 21

TODAY, Tuesday 18th May 2021, to mark the 15th anniversary of his tragic death, Kiyan Prince returns to life as the professional footballer he should have been.

A talented 15-year-old playing for Queens Park Rangers, Kiyan’s life was tragically cut short in 2006 when he was stabbed while attempting to break up a fight at his school. Honouring Kiyan, his father Dr. Mark Prince OBE works to inspire and empower vulnerable young people through the Foundation that bears his son’s name.

Fulfilling his childhood dream, Kiyan will be officially re-signed by QPR and given the squad number 30, while also being listed as a squad member on all matchday programmes.

Partnering with EA SPORTS, Kiyan has been added to the QPR team roster available in FIFA 21. Fans across the globe can now play as Kiyan in-game. EA SPORTS FIFA developers worked closely with Kiyan’s family, friends, former team-mates and coaches to integrate him into the game. From ageing his appearance using images from his teen years, to developing his on-pitch characteristics and style of play - all based on speaking to those closest to him - Kiyan has been developed as the superstar he would’ve been.

Mark Prince, Kiyan’s father, explains: “I want my son to be remembered not for the tragedy of his death but for the triumph of his achievements. Through this campaign my hope is that the world finally gets to glimpse Kiyan’s incredible potential fulfilled. We get to honour his talent. And, hopefully, we can inspire other kids to honour their own talent, too - whatever their own strengths might be.”

The imagery of Kiyan being used has been developed by Framestore – the special effects studio behind Avengers: Endgame – with input from the Prince family and scientists at the University of Bradford. A combination of advanced AI technology and photo-real illustration was used to virtually recreate Kiyan as the 30-year-old pro footballer he’d be today.

The life of a professional footballer would not be complete without a series of brand endorsements. With the support of adidas, Kiyan will wear the 20/21 adidas COPA boot in FIFA 21 and members of the public will see Kiyan’s likeness across some of the UK’s most iconic billboards – including Piccadilly Circus and Oxford Street – as part of a JD Sports advertising campaign.

Topps are also introducing Kiyan into their Match Attax game, with a special edition collectable card.

Members of the public who want to support the campaign can donate to the Kiyan Prince Foundation by texting KPF (then the amount) to 70490.

The Foundation’s work has seen Kiyan’s father Mark honoured with an OBE and led QPR to rename their ground Kiyan Prince Foundation Stadium.

Les Ferdinand, director of football at QPR, said: “As a club we have worked closely with the Kiyan Prince Foundation and it has been an honour to get to know Mark on a personal level during that time. What he has been through is every parent’s worst nightmare and his response to such a tragedy has been truly inspiring.

"When we named our stadium after the Kiyan Prince Foundation in 2019, we invited Mark to the training ground to speak with our players. We felt it was important they understood the history of the Foundation and what it stood for. The squad were truly humbled by Mark’s bravery and his dedication to use his pain to prevent others from having to walk the same path he has had to walk.

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"We continue to stand shoulder to shoulder with Mark and are delighted to see Kiyan in the QPR squad for the 2021/22 season.”

To raise further funds and awareness, the campaign is being supported by a major PR drive across TV, audio and social channels, involving a host of celebrities and influencers under the headline ‘Long live the Prince’. For more information, please visit: www.thekpf.com.

James Salmon, marketing director, EA SPORTS FIFA Brand, said: “By adding Kiyan in-game this year, we not only want to celebrate what an incredibly-talented footballer he was and should have been, but also continue to offer EA SPORTS FIFA as a platform to raise awareness of the Kiyan Prince Foundation.”

Kiyan Prince will be available in Kick-Off Mode and Career Mode in FIFA 21 from 18th May on PC and from May 19th on PlayStation 5, PlayStation 4, Xbox Series X|S and Xbox One consoles.

Within FIFA Ultimate Team, from May 18th players can access custom Kiyan Prince vanity items through the completion of in-game objectives, including a Kiyan Prince Foundation kit inspired by the 2004/05 QPR home kit, and an honorary TIFO of Kiyan that appears every time a goal is scored.

The campaign has been created on a pro-bono basis by ENGINE and all proceeds raised are going directly to the Kiyan Prince Foundation.

Hopefully, we can inspire other kids to honour their own talent, too - whatever their own strengths might be.

Mark Prince
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