EA Sports signs CBF deal as Visa partnership expands FC 26 push
EA Sports has struck a multi-year partnership with the CBF to bring Brazil’s national teams back into EA SPORTS FC, alongside a global Visa tie-up designed to deepen in-game rewards and marketing activations ahead of FC 26.
Electronic Arts has agreed a multi-year partnership with the Brazilian Football Confederation (CBF) that brings the Seleção back into EA SPORTS FC, while a separate global, multi-year deal with Visa adds a new layer of sponsor-led rewards and activations as EA ramps up its commercial push around FC 26.The CBF agreement gives EA licensing rights to feature Brazil’s national teams and to collaborate on marketing and fan engagement initiatives across EA SPORTS FC 26 and EA SPORTS FC Mobile, with further details to be confirmed.Jeff Sharma, vice president brand at EA SPORTS FC, said: “Partnering with the CBF and bringing the Seleção back in game is truly a monumental moment for our players and for FC.”The deal covers licensing and joint activations that EA and the CBF said will focus on storytelling and new ways for fans to engage with the national team brand.Samir Xaud, president at CBF, said: “Together, we will create new ways to celebrate our National Team, our players, and our legacy with millions of fans around the world.”Running in parallel, Visa has unveiled a global, multi-year partnership spanning EA SPORTS FC and EA SPORTS College Football, with the payments brand positioned as a headline commercial partner tied to major sports moments.EA said the Visa agreement will include in-game rewards, limited-time challenges and live moments within EA SPORTS FC, plus Visa-branded objectives and modes within FC 26, signalling a shift towards more integrated sponsorship that blends gameplay, rewards and marketing.David Tinson, EA’s chief experiences officer, said the partnership is designed to deliver “more connected, rewarding experiences” across key sporting moments, including selected real-world experiences.Commercially, the two announcements underline how EA is packaging rights, brand partnerships and audience engagement into a single ecosystem, using national team authenticity and sponsor-funded incentives to drive retention and monetisation.Brazil’s national team identity remains one of football’s most valuable global brands, with strong cultural pull in a market where football dominates and where player-led social reach can translate into in-game engagement.The partnership adds a digital distribution channel for the CBF that can reach younger fans globally, while providing a platform for activations that can be monetised through partners and content.For Visa, the deal offers premium association with football and American football gaming communities, with measurable engagement delivered through challenges and objectives rather than relying solely on static branding.Taken together, the CBF licensing return and the Visa partnership reflect a broader trend in sports rights where publishers, federations and brands are converging around interactive platforms to capture fan attention, data and commercial value ahead of major release cycles.