TLL Staff
Electronic Arts and the National Football League (NFL) are doubling down on digital gridiron glory, announcing an expanded, multi-year partnership.
The new agreement represents the most comprehensive collaboration yet between EA SPORTS and the league. It cements Madden NFL as the exclusive simulation game for American football and positions EA to lead the next wave of interactive football experiences worldwide.
Under the expanded partnership, EA SPORTS and the NFL will not only continue their work on Madden NFL but also push into new arenas. That will include EA SPORTS College Football and an all-new lineup of large-scale, community-driven interactive experiences built around social connection, creativity, and immersive gameplay.
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“EA SPORTS and the NFL have built one of the most iconic partnerships in all of sports and entertainment, and we see so much opportunity ahead to deliver for football fans everywhere,” said Cam Weber, President of EA SPORTS. “With more than 2 billion games of Madden NFL played each year, the global community of football fans connecting through play has never been bigger.”
Weber added that EA’s focus now includes expanding Madden NFL, growing College Football, and creating “breakthrough experiences for the next generation of fans.”
Those ambitions are founded on EA’s dominance for football simulation games. Madden NFL continues to dominate the field, with players logging the equivalent of 23,000 NFL seasons every day across console, PC, and mobile.
The franchise has evolved far beyond its simulation roots, spawning competitive esports tournaments, brand partnerships, and a cultural brand that extends into licensed fashion, film, and even into player negotiations.
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“Madden NFL has become one of the most widely recognized and culturally relevant gaming franchises in the world,” said Renie Anderson, Executive Vice President and Chief Revenue Officer, NFL. “As we look to this new chapter in our partnership with EA SPORTS, our focus remains on the success of NFL simulation gameplay and providing our fans with the best entertainment and experiences around the sport they love.”
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EA SPORTS is already tackling the difficult task of international expansion head-on. The company served as presenting sponsor of both the 2025 NFL Dublin Game and NFL Experience Dublin, while also launching the first-ever Madden NFL Championship Series (MCS) competition in Spain, alongside the 2025 NFL Madrid Game. For both partners, these events are part of a concerted effort to grow the football fan base in new markets, and attract new players to Madden NFL.
Behind the scenes, EA is investing heavily in next-generation technology, including machine learning, real-world data integration, volumetric capture, and advanced AI, all aimed at producing a more authentic and fluid experience that mirrors real-life gameplay.
The company’s new ventures, such as EA SPORTS Madden NFL Cast, are blending the boundaries between watching and playing, offering fans an interactive, second-screen experience alongside live NFL broadcasts.