- Lowe’s is partnering with EA Sports to be featured in several of the game-maker’s titles, including EA Sports FC, Madden NFL and College Football.
- The partnership will significantly expand the retailer’s presence in the digital gaming space, giving the brand more opportunities to engage fans across multiple platforms and sports communities.
- The partnership is part of Lowe’s broader sports marketing strategy, which includes being the “Official Home Improvement Partner” of the NFL.
The retailer’s presence will be deployed uniquely in each game with branding across multiple in-game experiences. In the College Football 26 game, for instance, Lowe’s will be featured on the broadcast overlay of the Stadium Pulse feature, which showcases and builds crowd excitement as gameplay improves. In EA Sports FC and Madden NFL, the brand will be part of the games’ Ultimate Team challenges, which offer rewards through gameplay.
In addition, Lowe’s will also launch a real-life “On the Road” interactive gaming experience that will tour the country later this year and throughout the NFL season.
“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 and chief marketing officer, in a statement. “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.”
