GAME ON: LOWE'S TO APPEAR IN MULTIPLE EA SPORTS TITLES FOR THE FIRST TIME
Plus, Lowe's is building brand fandom with soon-to-come "On the Road" gaming experience that willbring Madden NFL to fans across the country in real life
CHARLOTTE, N.C., April 11, 2025 /PRNewswire/ -- Lowe's is collaborating with EA SPORTS™ to be featured in multiple EA SPORTS titles for the first time, including EA SPORTS FC™, Madden NFL and College Football. This collaboration significantly expands Lowe's presence in the digital gaming space, positioning the brand and its loyalty platform, MyLowe's Rewards, at the forefront of immersive fan experiences across multiple platforms and sports communities.
Lowe's will show up uniquely in each game with branding across multiple gameplay experiences. In EA SPORTS College Football 26, Lowe's will be featured on the broadcast overlay of the popular Stadium Pulse placement. The Stadium Pulse dynamically showcases and builds crowd excitement as gameplay improves, drawing meaningful parallels to the passion homeowners feel when enhancing their own spaces with Lowe's. Additionally, fans of EA SPORTS FC™ and Madden NFL will be able to engage more deeply with the brand in a future title for each franchise through Ultimate Team™ challenges that offer rewards.
To further extend opportunities for consumers to engage with the Lowe's brand and Madden NFL, Lowe's will also launch a real life "On the Road" interactive gaming experience that fans can engage with as it makes its way around the country later this year and throughout the NFL season. More information about this experience and how to participate will be available in late summer.
Gaming delivers an evolution in Lowe's sports investment portfolio to engage new audiences ahead of future home improvement projects.
"Integrating Lowe's within EA SPORTS titles gives us an innovative way to engage with sports fans who are important to our brand," said Jen Wilson, Lowe's senior vice president, Chief Marketing Officer. "We are constantly looking for new pathways to bring more consumers into our loyalty ecosystem by connecting with their passions. This is such an immersive and unexpected way to introduce ourselves to the next generation of home improvers."
The new integration with EA SPORTS titles further enhances Lowe's broader sports marketing strategy, serving as a strategic extension of its work with traditional sports platforms, such as being the Official Home Improvement Partner of the NFL. By bringing this new content to EA SPORTS massive community of players, Lowe's seeks to connect with digitally savvy audiences in their areas of interest earlier, more frequently and in a native way, thus establishing true connections with the next generation of loyal Lowe's fans.
Lowe's has become a Proud Partner of EA SPORTS FC™, Madden NFL and College Football 26. As part of this collaboration, Lowe's will appear in engaging gameplay moments.
About Lowe'sLowe's Companies, Inc. (NYSE: LOW) is a FORTUNE® 50 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2024 sales of more than $83 billion, Lowe's operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Mooresville, N.C., Lowe's supports the communities it serves through programs focused on creating safe, affordable housing, improving community spaces, helping to develop the next generation of skilled trade experts and providing disaster relief to communities in need. For more information, visit Lowes.com.
Media ContactAmanda CaskeyLowe's Companies, Inc.amanda.caskey@lowes.com
About Electronic ArtsElectronic Arts (NASDAQ: EA) is a global leader in digital interactive entertainment. The Company develops and delivers games, content and online services for Internet-connected consoles, mobile devices and personal computers. In fiscal year 2024, EA posted GAAP net revenue of approximately $7.6 billion. Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality brands such as EA SPORTS FC™, Battlefield™, Apex Legends™, The Sims™, EA SPORTS™ Madden NFL, EA SPORTS™ College Football, Need for Speed™, Dragon Age™, Titanfall™, Plants vs. Zombies™ and EA SPORTS F1®. More information about EA is available at www.ea.com/news. EA, EA SPORTS, EA SPORTS FC, Battlefield, Need for Speed, Apex Legends, The Sims, Dragon Age, Titanfall, and Plants vs. Zombies are trademarks of Electronic Arts Inc. John Madden, NFL, FIFA and F1 are the property of their respective owners and used with permission.
Media ContactWill AlexanderEA SPORTSwalexander@ea.com
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SOURCE Lowe's Companies, Inc.
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New York Times
28 minutes ago
- New York Times
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NASHVILLE, Tenn. — College football programs have their dates, some more than others, precious few for Vanderbilt. But Oct. 5, 2024, is an all-timer. That's a date the Vanderbilt participants, fans and families will always hold close. One of those families shared emotions beyond the obvious thrill and awe of the Commodores beating Alabama 40-35 at Vanderbilt Stadium. It was a feelings bouillabaisse for the Joneses of Puyallup, Wash. The things Clark Lea told Marlon Jones and his parents, things that convinced the Eastern Washington graduate transfer cornerback to choose Vanderbilt over Colorado, Washington State and others, were materializing on that field. Advertisement It didn't hurt that the coach on the Alabama sideline, Kalen DeBoer, was part of one of their least favorite recruiting experiences while he was still coaching Washington — about 40 miles north of their home — in 2023. Beating the dominant program in college football and DeBoer at the same time? 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He's tougher in some ways — staring down cancer, beating it and going into full remission will do that for someone — but the chemo also took its toll. Advertisement Jones had a long way back physically and, though he joined the program in January, he wasn't cleared for full activity until summer workouts. Also, toughness and confidence aren't the same thing. 'I know the winter and spring were hard for him,' Lea said of the 6-foot-1, 190-pound Jones. 'But whatever his limitations are, this guy, he works around them. He works through them. He spends so much time meeting extra, meeting with coaches, with other players, asking questions, focusing on technique. He's obsessed with it. That has put him in position quickly to be a factor for us.' Jones waited to hop into the transfer portal until December 2023, after he had played in parts of five seasons at Eastern Washington — one of them a Covid-19-shortened spring stint — and earned a business management degree. The three-star recruit had offers from Utah State and others coming out of Tacoma Curtis High, but he chose coach Aaron Best's FCS program and improved gradually. Coming off an All-Big Sky season in 2023, featuring touchdowns on all three interceptions, Jones had an opportunity to level up, put a few bucks in his pocket and see what might be next. More football? Great. Nursing school? Football forced him to scrap his medical interests as an undergraduate, but he still had those interests. The hometown Washington Huskies reached out, but that ended quickly, weeks before DeBoer bolted for Alabama. Jones did not feel prioritized. Colorado, Houston, Purdue, Washington State and Oregon State approached with more purpose. None of them did so with the intensity or specificity of Clark Lea's Vanderbilt program. Lea and his coaches had a plan based on analysis that could only be gleaned from deep film study to present Jones and his parents. It wasn't close. 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New York Times
28 minutes ago
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The 2025 College Football Playoff chase will be impacted by these 20 players
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Washington Post
6 hours ago
- Washington Post
Jim Harbaugh refuses to comment after NCAA levies heavy penalties on Michigan for sign-stealing
INGLEWOOD, Calif. — Jim Harbaugh is refusing to comment on the NCAA's decision to fine the University of Michigan tens of millions of dollars and to suspend head coach Sherrone Moore for a third game due to the sign-stealing scandal that occurred during Harbaugh's tenure at his alma mater. Harbaugh stayed mum on the Wolverines when he stepped to the podium at SoFi Stadium on Saturday night following his Los Angeles Chargers' 23-22 preseason loss to the Los Angeles Rams for his first interaction with the media since the NCAA's rulings were announced Friday . 'Like I said to you last year, not engaging,' Harbaugh said. 'Not engaging.' The NCAA sharply criticized Harbaugh's stewardship over the winningest program in college football when it announced the sanctions, saying it had 'overwhelming' evidence of a cover-up by the Michigan staff. Harbaugh has always claimed he didn't know about the sign-stealing and scouting operation run by Connor Stalions. Michigan only avoided a multi-year postseason ban because the NCAA decided it wasn't fair to the Wolverines' current student-athletes to penalize them for the misdeeds during Harbaugh's tenure, which culminated in a national championship in January 2024. He jumped back to the NFL two weeks later with the Chargers, and the NCAA hit him in August 2024 with a four-year show-cause order for recruiting violations. Harbaugh now faces a 10-year show-cause order following the conclusion of the four-year order, which effectively serves as a 14-year ban from college football. Michigan has said it will appeal the NCAA's decision, claiming the body has made errors in interpreting its own bylaws while drawing conclusions that are contrary to evidence. Moore was Harbaugh's assistant for six years before getting the top job upon Harbaugh's departure. Moore will be suspended for two games this September and for the Wolverines' 2026 season opener in Germany. ___ AP NFL:
