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[STEAM] EA teams up with Visa on multi-year EA Sports partnership

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and Visa announced a new global, multi-year partnership spanning EA Sports FC and College Football.

At a high level, the deal reflects how sports fandom is increasingly happening inside interactive platforms and this partnership will connect EA’s global audience of millions of players with Visa’s global brand through a mix of in-game experiences, rewards, and real-world access. The partnership will deliver the next generation of immersive, player-first experiences across select EA Sports franchises.

Key highlights of the partnership will include:

Player-First In-Game Experiences: Within EA Sports FC, players can participate in limited-time challenges and live moments that grant in-game rewards as they play and compete.
In EA Sports College Football, players can unlock in-game name, image, likeness (NIL) sponsorship opportunities within the game’s career mode, Road to Glory, reflecting how real college athletes partner with brands. As players accept branded deals, they receive boosts to their stats and attributes, mirroring real-world sponsorship opportunities for athletes.

Rewards That Extend Play and Community: Players around the world can earn in-game rewards and participate in a branded Visa Objective in EA SPORTS FC 26, including Squad Building Challenges and a branded Visa Live Game Mode. In EA SPORTS College Football, players can participate in Visa-themed College Ultimate Team (CUT) challenges, featuring curated objectives, lineup-building moments, and limited-time events, to earn in-game rewards and engage more deeply with the Ultimate Team experience.

Celebrating the Biggest Moments in Sports and Culture: The partnership comes to life at marquee sports moments, like the Visa Infinite lounge experience at the EA SPORTS Presents Madden Bowl event during Super Bowl LX, elevating the fan experience with immersive, premium moments that blend competition, entertainment, and culture, while celebrating the energy and passion of the player fandom.

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