Lowe’s Companies Inc. 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. 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.