Japanese automaker Lexus has been named the official presenting partner of the Ultimate Bowl, the largest Madden esports event of the year.
As presenting partner, Lexus’ name will be featured during all broadcasts of the Ultimate Madden Bowl, an esports event in the Madden game set to take place during the Super Bowl in February 2024.
The Ultimate Madden Bowl is the final event in the competitive season for Madden, EA Sports’ American football simulation game. The Madden Bowl starts on January 30th, and will see 14 of the top Madden players compete for a spot in the finals on February 9th in Las Vegas, just three days before the Super Bowl takes place in the same city.
The Madden Bowl will see the best two players compete for the prestigious title, as well as an official championship ring made by Jostens, the company that made more than half of all Super Bowl rings in history. In addition to the ring, the players will compete for a share of the event’s $1m (£790,000) prize pool.
In addition to being the presenting partner of the Madden Bowl, Lexus will also work with EA Sports for an interesting activation. The automobile brand will receive virtual naming rights to an in-game stadium, called the Lexus Stadium. The stadium will be featured in MADDEN NFL 24’s Ultimate Team mode.
Greg Kitzens, general manager of Lexus Marketing, commented on the partnership: “Innovation and performance are the core of Lexus’s culture. The MCS captures both of these values in the virtual arena for the next generation of athletes.
“As all of America gears up for a celebration of football fandom, we’re excited to cheer on the world’s best Madden NFL players as they take the field at Lexus Stadium.”