Ed Sheeran turned down a Fortnite collaboration because he simply doesn't play the game, the singer revealed on the Warnes Way podcast.
When his record label pitched the idea, Sheeran declined, citing a straightforward principle: he only attaches his name to products and brands he genuinely uses or enjoys. "I feel like whenever you see my face next to any product, I want it to be next to something I actually do," he explained.
The decision proved telling about Sheeran's approach to endorsements. His previous partnership with Heinz—a 2019 collaboration that produced limited-edition bottles branded as "Edchup"—exemplified this authenticity standard. "Ketchup, I f***ing love ketchup," he said. The same logic applies to guitars he plays and promotes.
Notably, Sheeran's refusal to join Fortnite put him at odds with several high-profile peers. Travis Scott, Bruno Mars, and J Balvin all have character skins in the game. Still, Sheeran's music exists within Fortnite's ecosystem—tracks and an emote based on his songs are available for purchase in-game.
What Sheeran did embrace was Pokémon. Recognizing his genuine passion for the franchise, his team reached out to The Pokémon Company. The partnership resulted in a 2022 music video for his song "Celestial," infused with Pokémon imagery and elements.
"I do play Pokémon," Sheeran said. "So we contacted Pokémon and that's why we did the song for the thing. I love Pokémon."
Fortnite has continued its own expansion into major franchises. The game recently added characters from Game of Thrones, though notably absent is a skin modeled after Sheeran's universally panned appearance in the HBO series.
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