Electronic Arts and National Football League Join Forces on Largest Esports Event in Madden NFL Franchise History
It’s a testament to the growth of esports that the NFL joined forces with EA Games to launch a half-time show for the Madden Bowl Final.
Electronic Arts Inc. and the NFL showcased the entertainment power of esports with the EA SPORTS Ultimate Madden Bowl Final this week.
The event marked the end of the Madden NFL 22 Championship Series and is the biggest Madden NFL esports event in franchise history with record media distribution for the competition.
The premiere of the Ultimate Madden Bowl Halftime Show featured Madden NFL 22 soundtrack artist and multi-platinum musician Moneybagg Yo, along with special guest Blocboy JB, as they elevate the esports event.
“I’ve played Madden all my life and have always been a fan of their legendary soundtracks,” said Moneybagg Yo. “Now, to have the opportunity to perform in the first-ever Ultimate Madden Bowl Halftime Show is a full-circle moment for me, and I’m grateful for the platform.”
The Ultimate Madden Bowl Final was available on EA Madden NFL Twitch, Madden NFL Championship Series YouTube, NFL YouTube, Watch ESPN, and the ESPN App. Additionally, in a first-of-its-kind partnership, anyone could listen live on the iHeartRadio App EA SPORTS Madden NFL channel for free. Also for the first time, fans watched through the eyes of football greats as Chargers’ Derwin James Jr., Ravens’ Marquise “Hollywood” Brown, and ESPN NFL analyst Marcus Spears headlining a special exclusive broadcast on @NFL Twitter, as well as the free ad-supported NFL Channel available on VIZIO WatchFree+, Tubi+, Peacock, and Pluto TV.
Following the Feb. 8 broadcasts, EA SPORTS and ESPN kick off Super Bowl LVI weekend with the exclusive Ultimate Madden Bowl ESPN Special, a unique presentation of the esports final. ESPN will air the broadcast on Friday, Feb. 11, at 8:30 pm ET, which marks the Madden NFL Championship Series debut on the channel. The program will re-air once again on Sunday, Feb. 13, at 9 am ET.
“Competition and entertainment are at the root of EA’s long-term belief in the power of esports,” said Anthony Stevenson, Senior Vice President of Strategic Growth Brand for Electronic Arts. “It’s amazing to celebrate our Madden NFL Championship Series finale with such incredible partners, talent, and distribution.”
“The Ultimate Madden Bowl athlete broadcast provides a first-ever opportunity to bring a Madden NFL esports storyline to the NFL fan in a way told by some of their favorite NFL players and Legends,” said Joe Ruggiero, Senior Vice President of Consumer Products at the NFL. “Working with EA provides the opportunity to connect with the next generation of fans who have consistently shown a desire to engage in interactive, digital experiences. Tonight’s Ultimate Madden Bowl cast is the perfect example of an authentic way we are customizing esports content with the NFL fan in mind.”
Live from the Madden NFL Championship Series state-of-the-art virtual set, the Ultimate Madden Bowl Final broadcast pitted 7th-ranked Wesley vs. top-seeded Henry with a $1 million prize purse majority share on the line. NFL Hall of Famer Tony Gonzalez voiced the show open, reprising the role he served throughout the Ultimate Madden Bowl competition.
Madden NFL 22 is developed in Orlando and Madrid by EA Tiburon and is available worldwide for Sony PlayStation4, Sony PlayStation5, Microsoft Xbox One, Microsoft Xbox Series X|S, PC via Origin and Steam, and Google Stadia.