Lexus Named Presenting Sponsor of Ultimate Madden Bowl

Lexus named presenting partner of Ultimate Madden Bowl 2024. Credit: EA

Electronic Arts (EA) and the National Football League (NFL) announced Monday that luxury car maker Lexus has been named the presenting sponsor of the Ultimate Madden Bowl.

Financial terms of this sponsorship were not disclosed. 

Under the terms of this deal, Lexus will serve as a presenting sponsor of the competition and receive “virtual naming rights” to the Lexus Stadium inside of Madden NFL 24’s Ultimate Team mode. In addition, the newly released 2024 Lexus GX will be onsite at the Ultimate Madden Bowl finale in Las Vegas.  

The Ultimate Madden Presented by Lexus is an integral part of EA’s Madden NFL 24 Championship Series (MCS), which kicks off Jan. 30 at EA’s headquarters in Redwood City, California.

Fourteen of the top Madden NFL players will compete for a chance to qualify for the finals in Las Vegas on Feb. 9. Players will slug it out inside EA’s “purpose-built esports broadcast center” at its headquarters from Jan. 30 – Feb. 1, with the final two competitors facing off in front of a live crowd at the House of Blues in Las Vegas as part of EA SPORTS Presents The Madden Bowl. The winner will take home the lion’s share of a $1M USD prize and a championship ring designed by Jostens.  

As part of the Ultimate Madden Bowl, EA will also deliver the “Positive Player Award” for MCS 24. The new award will honor positive players within the MCS 24 community. Finalists for this new award include Greg “SL1M GHOST” Allen, Jonathan “JonBeast” Marquez, Dillan “PHICAM” Foust, and Gary “VADimes540” Hash II.

The finale will take place prior to Super Bowl LVIII,  which will see the San Francisco 49ers take on the Kansas City Chiefs in Las Vegas on Feb. 11. 

Fans can tune in to the Ultimate Madden Bowl through the official Madden NFL 24 Twitch and YouTube channels at 6:30 PM ET on Jan. 30 – Feb. 1 and 9:30 PM ET on Feb. 9.