Lowe’s has entered into a collaboration with EA SPORTS to feature its brand across several EA SPORTS titles, including EA SPORTS FC, Madden NFL, and College Football. This partnership marks the first time Lowe’s will have a significant presence in the digital gaming sector, enhancing its visibility and promoting its loyalty platform, MyLowe’s Rewards, within various gaming environments and sports communities.
In each game, Lowe’s branding will be integrated into different gameplay experiences. Specifically, in EA SPORTS College Football 26, the brand will appear on the broadcast overlay of Stadium Pulse, a feature that highlights crowd engagement during gameplay. This feature aims to draw a connection between the excitement of sports and the enthusiasm homeowners experience when improving their living spaces with Lowe’s products. Furthermore, players of EA SPORTS FC and Madden NFL will have the opportunity to interact with Lowe’s through Ultimate Team challenges in future releases, which will offer various rewards.
To further engage consumers, Lowe’s plans to launch a real-world interactive gaming experience titled “On the Road.” This initiative will allow fans to participate as it travels across the country during the NFL season. Details regarding this experience and participation opportunities will be released later in the summer.
This collaboration signifies a shift in Lowe’s approach to sports marketing, aiming to connect with new audiences and encourage future home improvement projects. Jen Wilson, Lowe’s senior vice president and Chief Marketing Officer, stated, “Integrating Lowe’s within EA SPORTS titles gives us an innovative way to engage with sports fans who are important to our brand.” The partnership represents an effort to reach digitally engaged consumers by aligning with their interests in a more organic manner.
Lowe’s has officially become a partner of EA SPORTS FC, Madden NFL, and College Football 26, with plans for its branding to be featured in various gameplay scenarios. This integration is seen as a strategic move to enhance Lowe’s existing sports marketing efforts, which include its role as the Official Home Improvement Partner of the NFL. By connecting with the vast community of EA SPORTS players, Lowe’s aims to build relationships with a new generation of customers.