EA sports, NFL Extend Exclusive Madden Licensing Deal with Expanded Focus on Entertainment
ORLANDO, FL – EA Sports and the NFL have announced an extension and expansion of their exclusive licensing partnership for the Madden NFL franchise, building upon a relationship that dates back to 1988. the new agreement extends beyond the annual video game to encompass broader entertainment initiatives, signaling a strategic shift for both organizations.
The previous contact extension between EA Sports, the NFL and the NFLPA was worth $1.6 billion, according to Sportico’s 2020 reporting, representing nearly three times the value of the prior deal, as reported by Sports Business Journal in 2020. Financial terms of the new agreement were not disclosed.
The Madden NFL franchise recently saw a return to form with Madden NFL 26, which debuted as the second best-selling game in the U.S. for August and ranks 10th in year-to-date sales. This follows a 2023 edition that was the first in over 20 years not to debut in the top 10 year-to-date. EA Sports has also experienced strong sales through bundling Madden NFL with EA sports College Football for the past two years.
Key components of the expanded partnership include the growth of MaddenCast, an alternative broadcast format that debuted last season. During a chiefs-Texans game, MaddenCast integrated Madden brand elements like pass-tree routes, player ratings, and potential plays. This initiative is supported by EA Sports’ February acquisition of TRACAB Technologies, which provides ball and player tracking capabilities for enhanced stats and alternative broadcasts.
“We aspire to build this massive, connected community of EA Sports fans and take our games and experiences, not just in expanding in building these living, breathing simulations of sport that we aspire to build with our sports games, but also going beyond just the game’s experience,” said EA Sports President Cam Weber in February.
The NFL and EA Sports are also collaborating on live event integrations, exemplified by EA Sports’ presenting sponsorship of the recent Vikings-Steelers game in Dublin and an upcoming Madden NFL Championship Series esports event in Madrid on Nov. 16, coinciding with the Commanders-Dolphins game. Both organizations aim to expand Madden‘s global reach, particularly in markets where titles like NBA 2K and EA Sports FC currently outperform American football simulations.
The acquisition of EA by Silver lake, Affinity Partners and the Saudi Arabian PIF occurred in the last month.
