In support of the release of FIFA '17, EA SPORTS, 7-Eleven and Coca-Cola partnered instant win game as well as a sweepstakes.  In participating 7-Eleven locations, customers could peel a sticker off of the "Big Gulp" cup to retrieve a code which they could redeem online.  The code entered them into a sweepstakes for a grand prize of an "EA SPORTS FIFA 17 Ultimate Fan Experience."  The experience included a trip to Vancouver, Canada for a tour of the EA SPORTS studios and a Vancouver White Caps FC match.  

Codes found on "Big Gulp" cups could also be redeemed for instant-win prizes ranging from a copy of the game to various in-game bonuses.  The program was promoted on-pack as well as through the 7-Eleven's social media channels.