Joseph M. McFarland III Executive Vice President, Stores | Lowe's
Joseph M. McFarland III Executive Vice President, Stores | Lowe's
Lowe's is making its debut in multiple EA SPORTS video games, marking a new collaboration that includes popular titles such as EA SPORTS FC, Madden NFL, and College Football. This strategy broadens Lowe's reach in the digital gaming landscape, aligning its brand and MyLowe's Rewards loyalty program with immersive experiences for fans across various platforms and sports communities.
In EA SPORTS College Football 26, Lowe's will appear on the broadcast overlay of the Stadium Pulse, which enhances crowd excitement during gameplay. EA SPORTS FC and Madden NFL fans can look forward to engaging with Lowe's through Ultimate Team challenges offering rewards in future game releases.
Additionally, Lowe's is set to launch an interactive "On the Road" gaming experience, bringing Madden NFL to fans nationwide. The initiative will unfold later in the year, with more details expected in late summer.
"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. She emphasized the importance of connecting with consumer passions as a way to bring them into Lowe's loyalty ecosystem.
This integration with EA SPORTS complements Lowe's existing sports marketing approach and its partnership as the Official Home Improvement Partner of the NFL. By engaging with the large EA SPORTS community, Lowe's aims to connect with a tech-savvy audience in a more interactive and frequent manner, fostering loyalty among a new generation of consumers.
Lowe's is now a Proud Partner of EA SPORTS FC, Madden NFL, and College Football 26, marking its presence in key gameplay moments.
Lowe's Companies, Inc., headquartered in Mooresville, N.C., is a leading home improvement retailer with over $83 billion in sales as of fiscal year 2024. The company operates more than 1,700 stores and employs around 300,000 people. Lowe's is committed to community-focused programs, providing affordable housing, disaster relief, and supporting skilled trades.
For further information, visit Lowes.com.
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