Lowe’s extends brand into digital gaming
Lowe’s Companies Inc. is in a new partnership with digital interactive game provider EA Sports.
The home improvement giant is collaborating with EA Sports, a subsidiary of digital interactive entertainment company Electronic Arts Inc. to be featured in multiple EA Sports digital game titles for the first time.
Games that will feature Lowe’s include EA Sports FC, Madden NFL and College Football. This collaboration will position the retailer and its MyLowe's Rewards loyalty platform 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 Stadium Pulse placement, which dynamically showcases and builds crowd excitement as gameplay improves.
In addition, "EA Sports FC" and "Madden NFL" will enable players to engage with in a future title for each franchise through 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 consumers can engage with as it travels around the country later this year and throughout the 2025-26 NFL season. More information about this experience and how consumers can participate will be available in late summer 2025.
"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 VP, 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."
In other sports-related marketing activity, in 2024 Lowe’s launched a multi-year agreement with Lionel Messi, called the best soccer player in the world by some experts, and his Major League Soccer team Inter Miami CF.
[READ MORE: Lowe’s teams with soccer great Lionel Messi in loyalty promotion]
The partnerships, which include signage and in-stadium activations, community programming and ticket hospitality, added to Lowe's existing collaboration with the Charlotte FC Major League Soccer club based in Charlotte, N.C., the metro where the retailer is headquartered.
Based in Mooresville, N.C. and reporting total fiscal year 2024 sales of more than $83 billion, Lowe's Companies Inc. operates more than 1,700 home improvement stores and employs approximately 300,000 associates.
