Comcast and Peacock partner with EA for EA Sports FC

Comcast and NBCUniversal’s Peacock streaming video service have announced a partnership with video game publisher Electronic Arts for the company’s EA Sports FC 25 soccer game launch and first anniversary of EA Sports FC Mobile game.

The pact marks Peacock’s first in-game integration in the video gaming space.

As part of the agreement, Comcast’s Xfinity platform and Peacock will integrate in-game customization elements, as well as special offers to EA Sports FC mobile players in North America.

Additional in-game integration will see LED ad-boards for both Xfinity and Peacock featured in Ultimate Team, contributing to an all-around immersive matchday experience.

Sophia Smith, a U.S. Women’s National Team Soccer player and a Comcast partner for the Paris Olympics, collaborated on the design for the Xfinity kit featured in EA Sports FC 25.

“Live sports are central to the Peacock brand,” Zaid Al-Asady, EVP, brand creative and marketing, Peacock, said in a statement. “That’s why we’re thrilled that Peacock’s first in-game integration is in this space as the exclusive streaming service featured in EA Sports FC 25.”

The game is available for PlayStation 5, Xbox Series X|S, PC, PlayStation 4, Xbox One, and Nintendo Switch. EA Sports FC Mobile is available through the App Store and Google Play.