EA SPORTS Madden Bowl Ignites Super Bowl LX Week

EA SPORTS is turning up the volume for Super Bowl LX week, announcing that “EA SPORTS Presents Madden Bowl” will headline the festivities with a star-packed music lineup. Taking over San Francisco on Friday, February 6, the event will feature performances from country superstar Luke Combs, soulful hitmaker Teddy Swims, Stephen Wilson Jr., Gavin Adcock, and Bay Area favorite LaRussell. The show anchors EA SPORTS’ biggest Super Bowl presence yet, blending live music, gaming, and football culture just days before kickoff.

Madden Bowl isn’t just a concert—it’s the centerpiece of a full week of EA SPORTS activations surrounding Super Bowl LX. The brand is rolling out live esports competition with the world’s top Madden NFL 26 players, its annual Madden NFL Super Bowl prediction, and a slate of athlete and creator content tied into Super Bowl LX Opening Night and NFL Honors. As Super Bowl advertising continues to evolve beyond the traditional 30-second TV spot, events like Madden Bowl show how brands are extending their reach with immersive, experiential moments that rival the buzz of the biggest Super Bowl commercials.

For fans, this fusion of live music, gaming, and football provides another marquee attraction during Super Bowl week, alongside the game itself and the year’s most talked-about super bowl ads. For marketers, EA SPORTS’ expanded footprint around Super Bowl LX underscores how premium entertainment, esports, and influencer content are becoming central to modern super bowl advertising, building anticipation, engagement, and brand storytelling long before the opening kickoff.

“Super Bowl week is a global celebration for the sports community, and EA SPORTS has long been part of that tradition,” said Evan Dexter, VP, Franchise Strategy & Marketing, EA SPORTS. “This year with Super Bowl LX in the Bay Area, right in the backyard of our global headquarters, we’re going bigger than ever before, creating unforgettable experiences and more ways to play, watch, compete and connect for fans everywhere, and share everything they love about the sport and culture of football .”

In addition to EA SPORTS Presents Madden Bowl, EA SPORTS will roll out a slate of experiences: 

• Madden NFL Gaming Lounge at Super Bowl LX Opening Night: Madden NFL will kick off Super Bowl week with a creator- and athlete-driven gaming stage during the NFL’s biggest opening night. In partnership with top streamers, a live Twitch and YouTube broadcast will bring fans into the action, connecting them with creators, athletes, and talent for dynamic, must-see entertainment.
• Official Madden NFL 26 Super Bowl LX Prediction: Powered by years of real NFL data, Madden NFL 26 will deliver its most exciting Super Bowl prediction yet. The full prediction drops during Super Bowl week.
• Bay Area Host Committee x EA SPORTS Super Bowl LX Media Welcome Party: NFL credentialed media will get an exclusive look at the EA SPORTS innovation shaping the future of sport and interactive entertainment at EA’s global HQ while celebrating the start of Super Bowl LX. 
• EA SPORTS Madden NFL Media Center: Madden NFL will activate a dynamic content experience at the Super Bowl Media Center, the hub for thousands of media, athlete and coach interviews. Exciting athlete content captured on-site will fuel Madden NFL social channels, engaging fans throughout Super Bowl week and beyond.
• NFL Inspire Change STEAM event: Madden NFL will join the NFL, 49ers, Bay Area Host Committee, and Players Coalition for the Inspire Change STEAM event, engaging 100 local students through hands-on science, technology, engineering, arts, and math activities, mentorship, and conversations with NFL Legends to inspire the next generation of innovators.
• NFL Honors: EA SPORTS and Madden NFL will present awards during the official NFL Honors ceremony. 
• Madden Championship Series (MCS): Madden Bowl Esports Competition: The best Madden NFL 26 players will compete live in San Francisco for the MCS title and a share of $1 million prize pool. Fans can watch the semifinals and finals starting at 6 PM ET on the official EA SPORTS Madden NFL Twitch and YouTube channels.
• EA SPORTS Presents Madden Bowl in Partnership with Visa: The staple event of Super Bowl week returns with a celebration of music, gaming, culture and football at Chase Center. Visa Infinite cardholders will enjoy exclusive access and elevated benefits designed to enhance their experience throughout the event. More details will be announced in January. 

Additionally, as a founding partner of the Bay Area Host Committee, EA SPORTS is supporting sports programs and experiences that inspire the local community throughout Super Bowl week and beyond.

More announcements, reveals, and surprises are coming soon. Fans can follow EA SPORTS on Instagram, TikTok, X, and Facebook to stay locked in for everything happening during Super Bowl LX week.

As the NFL season moves towards the Playoffs, fans can jump into Madden NFL 26 on Xbox Series X|S, PlayStation 5, Nintendo Switch 2, Amazon Luna, and PC to immerse themselves in the excitement of the NFL and Super Bowl LX. 

For more information about EA SPORTS, please visit www.easports.com