Sports Gamers: Power of Sport Meets Passion of Gaming Part 3 - EA SPORTS College Football and Madden
Published on
by Jack Milko
In Parts I and II of our Gaming Insights Series, we explained how sports video gamers represent untapped potential. Brands who currently, or are looking to, tap into sports culture should strongly consider sports gamers as part of their overall marketing strategies due to their younger age and more engaged tendencies. Part II focused squarely on EA SPORTS FC, and how this soccer video game has defined soccer culture in the US and is ripe with possibilities. In this article, the final installment of our three-part series, we explore the world of EA SPORTS College Football and Madden, and how these football video games are pioneers of the sports gaming landscape.
In this Insight:
No product in the United States compares to football. Especially the NFL, which, in 2024, accounted for 70 of the top 100 most viewed telecasts in the United States – in an Olympics and presidential election year, no less. Conversations about the NFL happen seven days per week and 365 days per year. It’s always top of mind for networks, pundits, podcasters, and fans alike.
Similar sentiments can be said about college football, as the biggest conferences have their own networks dedicated to themselves. Speaking of networks, college football in 2025 has seen a 21% viewership increase when compared to last season. It’s no wonder that large universities with high-profile football programs have seen enrollments skyrocket too. Acceptance rates at these schools, meanwhile, have plummeted. Everyone wants to be a part of the game, the atmosphere, and the overall culture of college football. It’s infectious.
The NFL and college football dominate the sports narrative in the U.S. from August through February. Yet, partnerships with the NFL range between eight and nine figures annually, an investment well above most branding budgets. So how can brands reach this coveted audience?
Easy, through EA SPORTS College Football and Madden NFL. If you recall from Part I of our Sports Gaming Study, sports video gamers tend to spend more time engaged than the average sports fan. According to SPORTFIVE’s data, 72% of Sports Gamers play video games for five or more hours per week while only 50% of Sports Fans watch live sports for five or more hours weekly. Digging further into the game of football, and how sports gamers view this sport, 87% of respondents in our study claim that American football is among their top two favorite sports. So yes, this passionate group of people loves football and tremendous opportunity exists for brands to connect with this audience.
What is EA SPORTS College Football and Madden NFL?
EA SPORTS College Football and Madden NFL are two video games that have flown off the shelves for decades. A big reason why is because football is so popular. But the popularity of these games also stems from the fact that both franchises are so well produced.
After an 11-year hiatus between 2013 and 2024, EA SPORTS brought the iconic title back with the launch of EA SPORTS College Football 25 in June 2024, which became the best-selling video game in U.S. history based on dollar sales. People love college football and college football fans love this game. Throw in the fact that this game was unavailable for so long, and it should come as no surprise that EA SPORTS saw record sales in 2024.
In July 2025, EA SPORTS released EA SPORTS College Football 26, which is currently the third best-selling game of the year, per Sports Business Journal. This college football video game continues to be one of the most popular on the entire market as 41% of sports gamers claim to play EA College Football, per SPORTFIVE’s Sports Gamer Study.
“Every year, the top television broadcasts are football games, but those spends require substantial investment from brands. Sports Marketing spend is projected to hit $189B in 2025, while gaming marketing spend is set to hit $7.9B. The opportunity to capture the younger generation, where they are spending their time, is clear. Through sports games like EA SPORTS College Football and Madden NFL, brands can reach a passionate and engaged audience that loves football just as much — if not more than — the average football fan."
Ryan Dow, Vice President of Gaming and Esports for the Americas at SPORTFIVE
Unlike EA SPORTS College Football, EA SPORTS Madden NFL has been in continual operation for almost four decades. Named after the legendary coach and broadcaster John Madden, this video game has spanned generations. When EA SPORTS conceived this series in the 1980s and approached Madden for his endorsement, the Hall of Famer agreed, but insisted that it be “as realistic as possible.” Developers took that to heart. Four years later, EA SPORTS released the first installment in 1988 and then, ever since 1990, EA SPORTS Madden NFL has been released on an annual basis. Over the past 15 years, EA SPORTS Madden NFL has perennially ranked among the top 10 games sold in the United States, proof that it continues to have remarkable relevance.
According to our Sports Gamer Study, 51% of sports gamers play Madden and are nearly twice as likely to do so when compared to other sports properties. To show how obsessive this subsect is, 32% of those who play Madden actively watch other streamers and creators play in Madden Competitions while 40% follow the Madden NFL Championship Series.
Without a doubt, Madden NFL is one of the most popular video games of all time and that trend continues to be seen in 2025. The latest installment of this series, Madden NFL 26, was once again a top-seller. Americans cannot get enough football, and that reality is reflected across these two massively popular video games.
How can brands take advantage of the momentum?
If you watch any football game – college or the NFL – you will notice dozens of brand placements during the broadcast that consist of a whole lot of noise, with very little impact. Whether it’s the halftime report, a highlight package, or even commercials themselves, brands find themselves entrenched within a telecast, hoping to attract as many eyeballs as possible.
But brands can ensure they reach a wider more avid audience within these two football franchises. Both EA SPORTS College Football and Madden NFL, provide brands with a broad range of opportunities to capture fans attention. At a basic level, these games employ telecasts within their game play, allowing the user to play and control their team all while feeling like they are immersed in a nationally televised matchup. Extending presence from the real stadium into the digital one, ensure your brand is one of a handful of elite brands, rather than 1 of 40.
Lowe’s brought their branding into EA SPORTS College Football by owning the viral Stadium Pulse placement, which dictates a team’s ‘Home Field Advantage’ during a game. As the home field and crowd gets louder during big moments, the ‘Stadium Pulse presented by Lowe’s’ rises, thus making it difficult for opposing players to complete important plays. A player’s remote control vibrates too, making things much tougher for the actual gameplay user. The Stadium Pulse activation shows up across a variety of social content, real-life college stadiums, and rankings – aligning Lowe’s with one of the most engaging and visible in-game placements.
"EA SPORTS College Football and Madden NFL offer an endless array of possibilities for brands to connect with passionate fans and sports gamers. But to do so successfully requires nuance and creativity. For us at SPORTFIVE, we've worked closely with brands to align their marketing objectives with the right opportunities in game to ensure success."
Josh Low, Senior Director of Gaming & Partnerships at SPORTFIVE
The real value comes within the creativity of a marketer. Imagine creating your own university? Or your own stadium? It’s nearly impossible in the real world, but not in these titles. Mountain Dew did this in EA Sports College Football 26’s Team Builder mode, by creating Mountain Dew University. Game users can play as ‘DEW U,’ which features custom jerseys, a custom mascot, and a custom stadium, all featuring the Mountain Dew brand.
Other ways to cut through the clutter is through features like Road to Glory. Given that Name, Image, and Likeness is so prevalent in collegiate athletics nowadays, this game mode leans into the trend, giving brands the opportunity to have fan created players sign their own NIL deals, providing their players with stat enhancements that tie to the brands messaging or product features. Or perhaps a brand integrates into an entirely different game mode, like Arena Football, the Pro Bowl, or a Skills Competition in EA SPORTS Madden NFL. The possibilities are endless.
This is Part III of a three-part series on sports gaming insights. Our first article, which focused on sports gamers as a whole, can be found here. The previous installment in our series, which focused on EA FC, can be found here.
Frequently Asked Questions
Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.
The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.
A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.
In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.
Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.
In modern sports, several different types of partnerships exist, all of which can generate significant value.
Sponsorship deals are perhaps the most common form of sports partnerships. Companies invest in sports teams or events in exchange for advertising and brand exposure. These deals provide financial support to the teams and help sponsors connect with their target audience.
Strategic alliances involve two or more sports organisations coming together to achieve common goals. This could include sharing resources, facilities, or even talent. Such partnerships can lead to improved facilities, enhanced scouting networks, and ultimately, better performances on the pitch.
Successful sports teams recognize the importance of engaging with their local communities. Community partnerships involve initiatives such as youth sports programs, charity events, and education. These partnerships not only create goodwill but can foster a committed and engaged fan base.
In today's digital age, media collaborations are key. Sports teams and media outlets often join forces to collaborate on engaging content, including exclusive interviews, behind-the-scenes footage, and live broadcasts. These partnerships boost visibility for both parties.
Sports marketing encompasses various strategies and channels aimed at promoting and improving the visibility of sporting events, teams, athletes, and associated brands. Here is a list of the main types of sports marketing:
Sponsorship marketing:
- Naming rights: Companies pay for the naming rights to stadiums, events, or competitions, thereby associating their brand with a sports property.
- Team sponsorship: Brands sponsor sports teams and gain visibility through their logos on jerseys, equipment, and team facilities.
- Athlete promotion: Brands partner with athletes to promote their products, leveraging the athletes' image and popularity.
Advertising in sports
- Audiovisual advertising: commercials aired during televised or streamed sporting events.
- Stadium advertising: billboards, banners, and digital screens in sports venues.
- Print and digital advertising: ad placements in sports magazines, websites, and mobile apps.
Event marketing
- Promotions and gifts: special offers, discounts, or gifts to attract participants.
Social media marketing
- Content creation: sharing engaging and relevant content on platforms such as Instagram, Twitter, and Facebook.
- Influencer partnerships: collaborating with sports influencers and athletes to reach a wider audience.
- Live streaming: broadcasting live events, behind-the-scenes footage, or exclusive content on social media.
Community and local marketing
- Youth and amateur sports: engaging with local communities through youth programs and local initiatives.
- Community events: participating in or organizing events that help build relationships with local residents.
- Sponsorship of local teams: supporting and sponsoring local amateur sports teams.
Content marketing
- Branded content: creation and promotion of content in line with brand values in a sports context.
- Documentaries and series: development of long-form content telling compelling stories in the field of sports.
Digital and mobile marketing
- Mobile apps: developing apps for teams or events to boost fan engagement.
- Email marketing: using email campaigns to communicate with fans and promote events.
- Augmented reality (AR) and virtual reality (VR): integrating immersive experiences into marketing efforts.
Public Relations (PR) and Media Relations
- Press releases: Distributing information to the media to generate media coverage.
- Media interviews: Organizing interviews with athletes, coaches, and team representatives to build positive narratives.
By combining these different types of sports marketing, organizations can create comprehensive, integrated strategies to achieve their marketing goals within the dynamic sports industry.
Virtual advertising, also known as augmented reality (AR) advertising, is a technology-driven form of advertising that involves integrating computer-generated imagery (CGI) or virtual elements into live or recorded content.
This can include inserting digital advertisements, logos, or branding into the broadcast of sporting events, TV shows, or other media.
In the context of sports, virtual advertising is often used to customise advertisements based on the audience's location, creating a more targeted viewing experience. This technology allows advertisers to tailor their messaging for different regions or demographics without physically altering the on-site advertisements.
Virtual advertising enhances brand visibility, enables dynamic content delivery, and provides a more personalised and engaging experience for viewers.
SPORTFIVE is a global sports marketing agency that operates in the sports and entertainment industry. The agency specialises in various aspects of sports marketing, including the sale of sports media rights, sponsorship and partnership management, and the creation of marketing strategies for sports organisations, teams, and events. They work with a wide range of clients, including sports leagues, clubs, and brands, helping them maximise their commercial potential in the sports market.
SPORTFIVE is known for its expertise in negotiating and managing broadcasting rights, which involves securing deals for the distribution of sports content through various media channels. Additionally, they are involved in the management of sponsorship agreements, helping sports entities form partnerships with brands for mutual benefit.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
If you are interested in becoming a sponsor, the specific contact person or department will depend on the entity or property you want to sponsor.
Sports Marketing Agencies: Agencies like SPORTFIVE specialise in connecting sponsors with sports opportunities. Contact their business development or sponsorship departments.
Sports Teams or Clubs: Contact the sponsorship or partnership department within the sports team or club.Look for information on the team's official website regarding sponsorship opportunities and contact details.
Sports Events or Leagues: Reach out to the event organiser's sponsorship or partnership department. Event websites often have dedicated sections providing information for potential sponsors.
Athletes: Contact the athlete's management or agent, who typically handles sponsorship inquiries. Some athletes manage their sponsorships independently, and contact information may be available on their official website or social media.
Sports Federations: Reach out to the sponsorship or business development department of the relevant sports federation. Check the official website of the federation for sponsorship guidelines and contact information.
For specific details, visit the official website of the entity you are interested in sponsoring or directly inquire through the provided contact information. If the information is not readily available, consider reaching out to the general contact line or email provided on their official platforms, and they can direct you to the appropriate department.
