It’s A Madden, Madden World: Analyst Scores In Endorsements

Real Estate Boom: Madden Finding Success Outside Of Broadcast Booth As Well

NBC analyst John Madden will be inducted into the Pro Football HOF on Saturday, and “his accomplishments in the business world may be just as impressive as those in the sports world,” according to David Morrill of the OAKLAND TRIBUNE. In addition to fronting “one of the most successful video-game franchises ever,” Madden also owns a state-of-the-art production studio and more than 75 real estate properties. Madden also serves as a spokesperson for Tinactin, Sirius Satellite Radio, Outback Steakhouse and Ace Hardware, among others, and can be heard five days a week on S.F.’s KCBS-AM. Madden’s agent, IMG’s Sandy Montag, said of his client’s appeal, “What you see of John Madden is who he is. He’s a regular blue-collar guy.” Montag added that “out of every 10 deals presented to Madden, he will probably turn down nine of them” (OAKLAND TRIBUNE, 8/3). Montag, on Madden’s endorsement deals: “We do not do any one-time only deals or one-year only deals. We only do long-term deals.” Montag noted the length of some of Madden’s current deals, including EA Sports, “north of 20 years;” Ace Hardware, about 20 years; Tinactin, 15 years; and “we just extended” Outback for over ten years. CNBC’s Darren Rovell noted Madden is “the nation’s most popular sports broadcaster, according to the Q ratings” (“On The Money,” CNBC, 8/3).

HE’S A GAMER: In L.A., Larry Stewart reports EA Sports’ “Madden NFL” videogame series has topped $1.5B in sales since debuting in ’89, selling more than 51 million copies. “Madden NFL 06” alone has sold 6.5 million copies, accounting for more than $250M. It is “believed that Madden makes considerably more off the video game than the estimated $5[M] a year he makes as a broadcaster.” In addition, EA Sports and ESPN have partnered on a 65-minute PPV special for “Madden NFL 07” that debuts tonight for $19.95. EOE Senior VP/Programming Geoff Reiss said, “There is a critical difference between this show and an infomercial. An infomercial tries to get you to buy a product. The viewers who pay for this program do not need to be sold.” Reiss and EA Sports Senior Manager of Entertainment Marketing Brandon Barber said that they “would be extremely happy with 100,000 buys” (L.A. TIMES, 8/4).

ACE IS THE PLACE: Ace Hardware today runs a three-quarter-page ad in USA TODAY, congratulating Madden on his HOF induction (THE DAILY).