You will be redirected back to your article in seconds

NFL, Twitch Hitch for EA Sports ‘Madden NFL Live’ Weekly Digital Show

The National Football League is calling a new digital play for its video-game fans.

The league is teaming with game-casting service Twitch and publisher Electronic Arts on a weekly digital series covering news, tips and tricks about EA Sports’ popular “Madden NFL” title.

The show, “EA Sports Madden NFL Live,” is slated to air weekly on NFL.com and Twitch (at twitch.tv/NFL) Fridays at 12 p.m. ET, starting Sept. 25. Fans also can catch re-airing of the show on NFL Network every Friday at 4 ET. Segments from “EA Sports Madden NFL Live” also will be available on demand on NFL.com, NFL Mobile and Twitch.

The NFL’s embrace of video-game culture comes amid a surge of activity in e-sports, in which fans watch live competitive gaming matchups either in-person or via broadcast. While the the football org isn’t sponsoring virtual competitions, the weekly “Madden NFL Live” show hints at a possible step in that direction.

This week, Turner Broadcasting and WME/IMG announced the formation of a new e-sports gaming league centered on Valve’s “Counter-Strike: Global Offensive” first-person shooter. Under the pact, TBS is set to broadcast 20 live events over the course of 2016. Meanwhile, Activision Blizzard announced its own e-sports league for the forthcoming “Call of Duty: Black Ops III” futuristic battle title, with a pool of more than $3 million in cash prizes for contestants; Activision said broadcast partnerships will be announced at a later date.

“Madden NFL Live,” produced by NFL Media, series will provide news on the video game, including the latest in-game content for Madden Ultimate Team, plus user plays of the week and player ratings updates. The series will also mix in recaps of the previous week’s NFL action, as rendered through the virtual world of “Madden NFL 16,” as well as previews of the biggest games on the slate for the coming weekend.

“EA Sports Madden NFL Live” will be hosted by NFL Media host Adam Rank and former Pro Bowl running back Maurice Jones-Drew. They’ll be joined by Scott “Coltrane” Cole, one of Twitch’s top esports broadcasters and a top-ranked “Madden” competitive gamer, who will provide analysis and commentary.

“This series will cater to the cross-section of two extremely passionate communities — NFL fans and gamers,” said Jones-Drew. “I’ve been a huge fan of ‘Madden NFL’ for years and I know how popular the game is with NFL players, fans and gamers around the world.”

“Madden NFL 16” is developed in Orlando, Fla., by EA Tiburon and is available for Microsoft’s Xbox One and Xbox 360, and Sony’s PlayStation3 and PS4.

The NFL noted that all player participation in the digital series is being facilitated by NFL Players Inc., the licensing and marketing subsidiary of the NFL Players Association.

More Digital

  • Alibaba Buys 8% Stake in Chinese

    Alibaba Buys 8% Stake in Chinese Video Platform Bilibili

    Alibaba has purchased an 8% stake in the Chinese online video platform Bilibili, the official Xinhua news agency reported. Bilibili is one of China’s top video streaming and entertainment platforms, with about 92 million monthly active users and 450 million page-views per day. Founded in 2009, it was listed on the NASDAQ last March. Alibaba’s [...]

  • Clevver-Logo

    Hearst Magazines Buys Clevver's Pop-Culture YouTube Channels After Defy's Demise

    Hearst Magazines has snapped up Clevver, a network of female-skewing lifestyle and pop-culture news YouTube channels that had been owned by now-defunct Defy Media. Clevver was left homeless after Defy’s sudden shutdown in November; its principals said at the time they were looking for a new home. Hearst Magazines sees a digital fit with Clevver’s [...]

  • "Brother" -- Episode 201-- Pictured (l-r):

    CBS Interactive's Marc DeBevoise on Streaming Boom, Content Strategy, and Apple

    Not everyone wants or needs to be Netflix to succeed in the streaming space. And not everyone sees Apple’s enigmatic new service as a threat. Even as rival streaming services offer gobs of content, CBS Interactive’s president and COO Marc DeBevoise sees the company’s targeted original programming strategy continuing to attract viewers to its All [...]

  • Rhett-Link-Good-Mythical-Morning

    Rhett & Link's Mythical Entertainment in Talks to Acquire Smosh (EXCLUSIVE)

    Smosh, the YouTube comedy brand left stranded after parent company Defy Media went belly-up, may be about to get a new business partner. Mythical Entertainment, the entertainment company founded by top YouTube comedy duo Rhett & Link, has been in talks about acquiring the Smosh brand, sources told Variety. Multiple potential buyers came forward to [...]

  • Pokemon Go

    Proposed 'Pokémon Go' Lawsuit Settlement May Remove Poké Stops, Gyms

    A proposed settlement in the class action lawsuit against “Pokémon Go” developer Niantic could remove or change a number of Poké Stops and Gyms in the popular augmented reality game. The proposed settlement was filed in a California court on Thursday and applies to anyone in the U.S. who owns or leases property within 100 meters [...]

  • Skyline of Doha at night with

    Qatar's beIN Rallies Support From U.S. Companies Against Pirate Broadcaster beoutQ

    Qatari powerhouse beIN Media Group has rallied support from American sports and entertainment entities, including Discovery and Fox, behind its request that the U.S. government place Saudi Arabia on its watch list of top intellectual property offenders. The Doha-based broadcaster, a state-owned spinoff of Al Jazeera news network, accuses the Saudi government of harboring pirate broadcaster [...]

More From Our Brands

Access exclusive content