EA SPORTS™ and NFL Bring Real Stadium Sponsors Into Madden NFL, Starting with the Philadelphia Eagles

The Eagles are the first club on board, with real-world sponsor signage appearing inside the virtual Lincoln Financial Field

Today, Electronic Arts (EA) and the National Football League (NFL) announced the EA SPORTS™ Madden NFL Virtual Stadium Sponsorship Program. Starting this season, official sponsors of all 32 NFL clubs and league partners have the opportunity to bring their real-world stadium presence into the matching Madden NFL stadiums, on console and mobile.

Pond Lehocky, the largest work injury law firm and an Eagles partner, will be the first brand to take part. Its signage at Lincoln Financial Field will now appear in the Eagles' stadium in Madden NFL.

By enabling NFL clubs to put their physical stadium signage into Madden NFL, the program makes the game's venues more authentic to what fans see on game day. It also gives brands a new way to extend their existing sponsorships and reach millions of fans where they play, with signage that's part of the stadium and doesn't interrupt gameplay.

“Bringing real NFL stadium environments into Madden NFL makes game day feel more authentic while creating a natural extension of the sponsorships fans already see,” said Alex Dao, VP of Advertising and Sponsorships at Electronic Arts. “It's a clear example of how we're building integrated brand opportunities with the player experience at the center, giving partners new ways to participate in sports fandom within the EA SPORTS ecosystem.”

Key Program Highlights

• Authentic gaming experience and 1:1 stadium realism: Sponsor signage in Madden NFL stadiums is designed to reflect the real-world displays at NFL venues as more brands come on board.
• Technology integration: EA SPORTS built technology that maps physical signage directly into each in-game stadium, supported by creative templates and campaign execution.
• Scale and engagement: Across console and mobile, fans play more than 2 billion Madden NFL games annually, the equivalent of 23,000 NFL seasons every day. That gives club partners significant visibility inside the stadiums where fans play.
• Who can participate: Subject to certain exclusions, only confirmed NFL club and league sponsors are eligible.

“This program represents a modern approach to sports sponsorship by allowing our club partners to carry their physical stadium assets into the digital arena,” said Ed Kiang, vice president of interactive and experiential licensing at the NFL. “By extending club sponsorships into Madden, we’re creating a new way for brands to deepen their connection with NFL fans beyond game day.”

“Lincoln Financial Field is one of the loudest, most recognizable home-field environments in the NFL, and our fans expect Madden NFL to capture that,” said Brian Napoli, Senior Vice President, Corporate Partnerships, Philadelphia Eagles. “This program lets us bring the stadium our fans know into the game, including partners like Pond Lehocky who have been part of the game day experience in Philadelphia.”