May 5 – EA Sports has agreed a multi-year collaboration with Visa, centered around its FC26 video game franchise whilst also extending across selected titles for U.S. audiences.
At its core, the deal is designed to bring branded rewards and experiences into gameplay, with EA FC 26 a primary focus. New in-game activations are set to feature in the company’s flagship title, including a dedicated “Visa Objective” and “Visa Live Game Mode”, where players can unlock time-limited rewards tied to Ultimate Team mechanics such as Squad Building Challenges.
The approach reflects a wider shift in how publishers are integrating partners – moving beyond static branding towards systems that sit within the logic of the game itself.
“We’re thrilled to be partnering with Visa for one of Electronic Arts’ most expansive brand partnerships to date, bringing more value to fans,” said David Tinson, EA’s chief experiences officer.
“At EA, we bring together a global community of hundreds of millions of fans through interactive play and fandom. That gives us a unique platform to connect sports, players, and culture in meaningful ways. Together with Visa, we’re building for the long term to create more connected, rewarding experiences for fans across some of the biggest moments in sports.”
While football sits at the centre, the agreement also extends to other EA Sports properties, including EA Sports College Football. There, the partnership will introduce branded elements into its “Road to Glory” mode, where players can sign virtual Name, Image and Likeness (NIL) deals with Visa, mirroring the commercial structures now embedded in the US collegiate system.
Similar integrations will feature in College Ultimate Team through themed challenges and rewards.
Visa sees the partnership as part of a broader repositioning around fan engagement, particularly as younger audiences spend more time in interactive environments.
“Interactive entertainment has become the new stadium for sports fans around the world, and our partnership with Electronic Arts and EA Sports puts Visa at the heart of that experience,” said Frank Cooper, Visa’s global chief marketing officer.
“Together, we’re creating meaningful ways for fans to engage with the sports they love, blending digital gameplay and real-world moments while making it more rewarding to play, engage, and connect through Visa and our many partners.
Contact the writer of this story, Harry Ewing, at [email protected]