Lowe's Expands Sports Marketing With EA Sports Partnership
Lowe's is expanding its sports marketing strategy through a new partnership with popular video game publisher EA Sports.
Lowe’s, an existing NFL sponsor, will have a presence in multiple EA video games, including EA Sports FC, Madden NFL and College Football, as a way to promote its MyLowe’s Rewards loyalty program and overall brand.
The partnership, which also expands the home improvement retailer’s presence in the digital gaming space, will include Lowe’s branding across multiple gameplay experiences.
In College Football 26, Lowe's will be featured on the broadcast overlay of the popular Stadium Pulse placement. The Stadium Pulse showcases and builds crowd excitement as gameplay improves, according to a media release, which Lowe’s said draws “meaningful parallels to the passion homeowners feel when enhancing their own spaces.”
Additionally, EA Sports FC and Madden NFL users will be able to engage the retailer’s brand in a future title for each franchise through Ultimate Team challenges that offer rewards.
Lowe’s is also launching a physical “On the Road” interactive gaming experience with Madden NFL that will tour around the country later this year and throughout the NFL season. More information on this experience will be released in the summer, Lowe’s said.
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,” the retailer stated in the release.
"Integrating Lowe's within EA Sports titles gives us an innovative way to engage with sports fans who are important to our brand," Jen Wilson, Lowe's senior vice president, chief marketing officer, said in the release. "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."
This integration with EA Sports titles extends Lowe’s work with traditional sports platforms, such as being the Official Home Improvement Partner of the NFL. For the 2024-25 season, Lowe’s 360-degree campaign primarily targeted millennial homeowners, promoting modern solutions to improve shoppers’ home game.
