Competitive Edge - Sports & Entertainment Marketing News

Corporate partners unveiled for Madden NFL 21 Championship Series


EA Sports Madden NFL 21 Championship Series (MCS21) will have the most corporate partners in the esports competition’s history, it has been announced. The non-endemic sponsors so far include Pizza Hut, Snickers, Oakley, Gillette and Campbell’s Chunky. Each brand will be deeply integrated into the series through customized sponsorship experiences.

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Questions for Classroom Discussion

  1. What is sponsorship?
  2. How do companies decide which sports and entertainment events to sponsor?
  3. Based on information from this story, identify three examples of brands sponsoring the Madden 21 esports competition.
  4. Why do you think those brands chose to align with the Madden 21 championship series event? What might they hope to accomplish through the partnership?
  5. What is sponsorship activation? Based on information from this story, what is one example of a brand activating their sponsorship of the Madden 21 Championship Series? Be prepared to describe the activation.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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