Electronic Arts Renews License With John Madden

Electronic Arts Inc. on Wednesday said it renewed a licensing agreement with TV football analyst John Madden to continue using his name, voice and likeness for its top-selling video football game. "Madden NFL 2006" is scheduled to be released on Aug. 9. An EA spokeswoman said the new Madden deal is a multiyear exclusive agreement, but declined to disclose financial terms.

News source: Reuters

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This is kind of suprising. Many thought they would dump Madden, after winning exclusive rights, in order to save money and remove, what many consider to be, a weak part of the game.