Electronic Arts, Comcast and Peacock announced a new partnership to coincide with the launch of EA Sports FC 25 and first anniversary of EA Sports FC Mobile.

This collaboration will see integration between EA Sports FC, Xfinity, and Peacock that will offer in-game customization elements to FC 25 players in North America, including unique in-game vanity for both Xfinity and Peacock in Ultimate Team coming as post-launch updates, and offers to EA Sports FC Mobile players in the same region.

Of note, this partnership with EA Sports FC marks Peacock’s first in-game integration in the gaming space.

Sophia Smith, a U.S. Women’s National Team Soccer player and a Comcast partner for the Olympic Games Paris 2024, elaborated on the design for the Xfinity kit featured in EA Sports FC 25.

“After the excitement of the Summer Olympics, I’m thrilled to be working with Xfinity to bring FC 25 fans a new kit inspired by my moves on and off the field,” said Smith, in a statement. “Xfinity brings a gold-medal experience when it comes to gaming, and I can’t wait for FC fans to play.”

Further to this in-game collaboration, Comcast is a featured partner at this evening’s EA Sports FC New York Clubhouse event, which will have Xfinity-branded streaming booths for players.

This event is held in celebration of tomorrow’s global launch of EA SPORTS FC 25, which will usher in a new chapter of the World’s Game for fans, and recognizes a commitment from Xfinity Internet to provide the ultimate gaming experience with speed and reliability.

“As the nation’s largest Internet provider, we’re driven to deliver gig-speed WiFi and an ultra-low lag connection for gamers,” said Mark Cruz, senior director of brand partnerships for Xfinity, in a statement. “We’re excited to partner with EA and Sophia Smith to give FC 25 fans more of what they love through unique, connected experiences.”

“With the launch of EA Sports FC 25 just around the corner, we are thrilled to welcome both Xfinity and Peacock as partners to EA Sports FC,” said Charlie Villiers, senior director of franchise marketing EA Sports FC, in a statement. “With customization content for both Xfinity and Peacock being introduced into FC 25, especially in conjunction with an athlete like Sophia Smith, we’re both expanding on options available to our players and recognizing our partners in an authentic way through our platform.”

Additional in-game integration for FC 25 will see LED ad-boards for both Xfinity and Peacock featured in Ultimate Team, contributing to an all-around immersive matchday experience in EA Sports FC 25.

“Live sports are central to the Peacock brand,” said Zaid Al-Asady, EVP of brand creative & marketing at Peacock, 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. We’re excited to engage with passionate sports fans and remind them that Peacock is a true destination for live sports.”

EA Sports FC 25 will launch globally on September 27 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.