Lowe's Enters EA SPORTS Games With In-Game Branding and Nationwide Fan Experience

Lowe's is making its debut in EA SPORTS titles—including EA SPORTS FC™, Madden NFL, and College Football 26—through a new partnership featuring in-game branding and MyLowe's Rewards integration. The retailer will also launch a real-life "On the Road" Madden NFL gaming experience across the U.S. This move marks a significant expansion of Lowe's sports marketing strategy, aiming to engage younger, digital-savvy audiences and grow brand loyalty through immersive fan engagement.