Madden NFL 24 Championship Series
The 6th Annual Awards
- Best Esports Partnership
ABOUT THIS ENTRY
Partnership between Electronic Arts and the National Football League in collaboration on the Madden Championship Series 2024 and culminating in the Ultimate Madden Bowl during Super Bowl weekend in Las Vegas.
How does this represent “Excellence in Engagement”?
The MCS 24 season’s record viewership and participation set a new benchmark for collaboration between traditional sports and esports in an effort to bridge fan communities. EA and the NFL’s continued partnership demonstrates natural innovation that provides meaningful impact and value for both brands and fans. The pair’s strategic integration, particularly with the Ultimate Madden Bowl during Super Bowl weekend, achieved remarkable results.
By pairing notable NFL athletes and high-profile competition with entertainment, MCS 24 attracted both the core Madden NFL community as well as football fans, setting a new standard for cross-audience pollination. This was further incentivized through Twitch drops and other in-game items that drove deeper—and more rewarding—crossover experiences. EA and the NFL’s unique approach demonstrates how strategic partnerships and smart incentives can significantly expand engagement with the next generation of sports fans.
Objective
The Madden NFL Championship Series (MCS) empowers competitors and fans to connect with their favorite NFL teams, players, and other gamers through Madden NFL esports.
Expanding NFL fandom: Through a longtime partnership with the NFL, MCS creates opportunities to reach Gen Z on the virtual gridiron – particularly as gaming continues to play a more meaningful role for the next wave of NFL fans.
Upping the stakes: The MCS is a crucial part of the Madden NFL experience, delivering out-of-game entertainment to drive in-game engagement across its playerbase. The highest level of Madden NFL competition inspires players to uplevel their own gameplay, meet other players online, and take their shot at climbing from couch to champion on the virtual gridiron.
Strategy & Execution
MCS 24 offered more ways for Madden players and football fans to compete, watch, and win on the virtual gridiron with $1.7 million on the line. This year’s competition was designed with the modern NFL fan in mind, driving engagement on and off the field:
Alignment with NFL: Designed in synchronicity with the NFL schedule, MCS 24 kept fans engaged throughout football season. Key events coincided with NFL in-season moments from NFL Kickoff to Ultimate Madden Bowl during Super Bowl weekend. The MCS finale was integrated within EA SPORTS Presents The Madden Bowl, bringing together sports, culture, and music to build hype for Sunday’s big game. Derwin James and Kyle Brandt also made appearances.
Consistent content: MCS 24 delivered the most competitive action yet with new monthly competitions. Fans enjoyed livestreams, VOD content, and highlights on Twitch and YouTube, plus “Road to a Madden Millionaire” on TBS chronicled Henry’s journey to $1M in career earnings.
Creative Brand Integrations: During Madden Bowl, competitors faced off in Lexus Stadium, a custom-branded arena celebrating performance at the highest level. The virtual naming rights deal raised the bar for in-game branding while exposing Madden players to Lexus through an immersive experience.
Organizations
- Electronic Arts
- NFL
Links
Featured
- Derwin James Jr.
- Josh Allen
- Justin Jefferson
- Kyle Brandt
- Kurt Benkert
- Sauce Gardner
- Micah Parsons
- Michael Vick
- Dez
- Henry
- Jonbeast
- Mr Football 88
- Wesley
Credits
Andrew Echanique
Director, American Football Esports
Electronic Arts
Ben Frey
Senior Program Manager
Electronic Arts
Spinks Edwards
Senior Program Manager
Electronic Arts
Shawn Heinis
Senior League Operations Manager
Electronic Arts
Justin Chow
Assistant Producer
Electronic Arts
Joe Lynch
Head of Content & Programming
Electronic Arts
Chad Bates
Coordinating Producer
Wilfredo Perez
Senior Broadcast Producer
Jen Wing
Production Manager
Electronic Arts
David Saunders
Lead Director
Electronic Arts
Tyler Zinsli
Senior Video Editor
Electronic Arts
Eric Manlove
Video Editor
Electronic Arts
Monica Dinsmore
Senior Director, Esports Brand
Electronic Arts
Narayan Glick
Associate Community Manager
Electronic Arts
Chris Brady
Madden Esports Brand Marketing Coordinator
Electronic Arts
Michelle Huang
Senior Financial Analyst
Electronic Arts
Sarah Frost
Billing Coordinator
Electronic Arts
Amy Yuan
Consumer Insights Manager
Electronic Arts
Larre Sterling
Senior Director, Global Events and Operations
Electronic Arts
Kevin Schwoer
Senior Events Producer
Electronic Arts
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
