NFL, EA Sports extend partnership with multi-year deal for Madden NFL video game

For decades, the NFL has worked with Electronic Arts Sports to develop one of America’s favorite video games, Madden. Year after year, the NFL puts their league into people’s homes, letting them play a plethora of game modes.

On Wednesday, the two announced an extended partnership, signing a multi-year deal with one another. The exact terms, financially or length-wise, were not disclosed in the announcement.

The NFL released a statement on extending their partnership with EA Sports, citing how successful the video game has been on the competitive scene. Both the league and EA Sports want to continue to grow how they market their competitors, using “humanizing storytelling” for football fans across the world.

“Today, the National Football League (NFL) and Electronic Arts (NASDAQ: EA) revealed a new multi-year partnership for the EA SPORTS Madden NFL Championship Series (MCS),” the statement read. “The announcement follows competitive Madden NFL’s best season in history as last year’s MCS 22 achieved a 4x broadcast increase for its average minute audience year-over-year.

“The agreement will help align MCS with NFL events and key moments throughout the season, as the NFL and EA continue to grow and deepen football fandom through esports. The NFL and EA will elevate Madden NFL competitors into stars, using creative, humanizing storytelling to entertain Madden and football fans alike.”

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Once the century turned, Madden really began to take off, becoming a part of the culture within the NFL to this day. On a yearly basis, one of the game’s top players is named the cover athlete, with Tom Brady and Patrick Mahomes sharing the title for Madden 22. After the passing of John Madden — who the game was named after — the legendary coach will be on the cover for Madden 23.

Rankings are always something athletes love to debate over, with EA revealing them with live reactions usually. Being a member of the “99 Club” has become exclusive as well, with a short list of players having the title of earning the game’s highest rating. Just four players have the honor in Madden 23 — Devante Adams, Aaron Donald, Myles Garrett, and Trent Williams.