GAME ON: LOWE'S TO APPEAR IN MULTIPLE EA SPORTS TITLES FOR THE FIRST TIME
Lowe's leverages MyLowe's Rewards with in-game content that will roll out across EA SPORTS FC™,Madden NFL and College Football
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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Yahoo
10 hours ago
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Texas Attracting Relatives of NFL and NBA Stars is Raising Eyebrows Across College Football
Texas Attracting Relatives of NFL and NBA Stars is Raising Eyebrows Across College Football originally appeared on Athlon Sports. Whether fans are ready or not, the next wave of athletes has a high chance of making one feel old. Advertisement The athletes that many of us grew up watching now have children set to hit the college or professional ranks. While these players are scattered throughout the country, there seems to be a hotbed forming in Austin, Texas, at the most important position in football. Following the departure of Quinn Ewers, who was drafted in the seventh round with the 231st overall pick by the Miami Dolphins, the Longhorns will turn to former five-star and No. 1 recruit in the 2023 class, Arch Manning. Although he has two starts under his belt, fans have long been clamoring for the nephew of Peyton and Eli Manning to take over. While the Manning name has plenty of notoriety, the Texas quarterback room has a chance to be headlined by the son of a former pro athlete for years to come. The Longhorns hold a commitment from 2026 five-star Dia Bell, the son of former Phoenix Suns star and two-time All-NBA Defensive Team selection, Raja Bell. They are also in the mix for a 2027 four-star Gunner Rivers, who is the son of eight-time Pro Bowl quarterback, Philip Rivers. Advertisement With Steve Sarkisian and Texas having a chance to obtain so much potential star power with famous relatives, fans online are taking notice. "Which would be indicative of NFL QBs believing in Sark's QB development," pointed out one fan. "That'd be insane," said another. "I sense a pattern there 🤔," suspected a third. Texas Longhorns quarterback Arch Manning takes the field before his team's College Football Playoff game against the Clemson Tigers at Darrell K Royal-Texas Memorial Stadium on Dec. 21, Miron-Imagn Images As it stands, Rivers doesn't hold an offer from the Longhorns, but the No. 1 player in Alabama did recently attend a camp. "My first time here, it went well, enjoyed, and good talking to all the coaches," Gunner Rivers told On3 about his Longhorns visit. "I had a great time." This past season for St. Michael Catholic, he threw for 3,927 yards and 36 touchdowns, leading his team to the semifinals of Alabama's 4A playoffs. As for Bell, he threw for 2,597 yards with 29 touchdowns while leading American Heritage to a 9-2 record before he suffered a season-ending injury in the playoffs. Advertisement While there's a chance this quarterback succession of relatives of former pros doesn't happen, Texas is clearly on track to attract the biggest names for years to come. Related: Rule of Legendary NFL Coach May Prevent Arch Manning From Entering 2026 NFL Draft This story was originally reported by Athlon Sports on Jun 4, 2025, where it first appeared.
