Electronic Arts Inc. (NASDAQ: EA) announced a multi-year partnership with Visa Inc. (NYSE: V) to deliver in-game experiences across EA SPORTS franchises, according to a company statement.

The collaboration will focus on EA SPORTS FC and EA SPORTS College Football, offering players in-game rewards and experiences. Visa will integrate into gameplay through challenges, live moments, and branded objectives within the games.

"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, Chief Experiences Officer at Electronic Arts.

In EA SPORTS FC, players can participate in limited-time challenges and compete in branded Visa objectives, including Squad Building Challenges and a branded Live Game Mode. EA SPORTS College Football will feature Visa-themed College Ultimate Team challenges and in-game sponsorship opportunities within the Road to Glory career mode.

The partnership will extend to live events, including the Visa Infinite lounge experience at the EA SPORTS Presents Madden Bowl during Super Bowl LX week.

"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, Global Chief Marketing Officer at Visa.

Electronic Arts reported GAAP net revenue of approximately $7.5 billion in fiscal year 2025. The company develops games and online services for consoles, mobile devices, and personal computers from its headquarters in Redwood City, California.

Visa operates as a digital payments facilitator across more than 200 countries and territories, connecting consumers, merchants, financial institutions, and government entities.