Electronic Arts has announced a historic multi-year partnership with Visa, making the global payments company an official partner of both EA Sports FC and EA Sports College Football. Financial terms of the agreement were not disclosed.
The collaboration aims to merge digital gameplay with real-world experiences by introducing immersive activations, in-game rewards, and branded content across both franchises. Through Visa’s global network, the partnership is designed to connect with the hundreds of millions of players engaged with EA Sports titles worldwide.
In EA Sports FC 26, players will gain access to limited-time challenges, live moments, and exclusive rewards tied to Visa-branded activations. EA Sports also confirmed that branded objectives and Squad Building Challenges (SBCs) will be introduced as part of the integration.
Meanwhile, in EA Sports College Football, the partnership will expand into the game’s “Road to Glory” mode through NIL (Name, Image, and Likeness) opportunities. Virtual athletes who accept branded sponsorship deals within the game will receive attribute boosts and performance upgrades, reflecting the growing commercial ecosystem surrounding real-life college athletes.
The agreement will also extend beyond gaming, with activations planned at major sporting events, including the Visa Infinite Saddle Club experience during Super Bowl LX.
David Tinson, Chief Experiences Officer at Electronic Arts, described the partnership as “a long-term project to create meaningful and rewarding fan connections,” while Visa’s Chief Marketing Officer Frank Cooper said the deal positions the brand “at the center of an experience that blends digital play with real-world moments.”