The production of the mega-esports event also leverages facilities at EA headquarters in Redwood City
When EA SPORTS' Madden Bowltakes over San Francisco's Chase Center tonight, the show will bear all the hallmarks of an exciting, in-person activation from the events team at Electronic Arts. Behind the scenes, the 2026 edition of Madden Bowl will be a multi-site, multi-stream production operation spanning the arena floor at Chase Center, EA's Redwood Shores headquarters, and a week-long slate of esports broadcasts and social-first content.
It's an all-encompassing evening of content and incredible music entertainment, says John Reseburg, VP, brand and communications, EA SPORTS. This is our biggest Madden Bowl yet.
Approximately 3,000 fans, athletes, creators, partners, and guests will be inside Chase Center for the event, but the production is designed to extend far beyond the room.
We of course don't want it to be an event just for the 3,000 people that join us, Reseburg explains. We want it to be for all the fans in San Francisco, around the country, and around the world to celebrate sport and fandom and football and this convergence of football and entertainment and music and culture. That's the vision. We work to bring it all to life through a massive production that takes most of the year to put together.
For EA SPORTS, Madden Bowl is no longer just a one-night show but a broadcast-scale expression of how the company brings sports, gaming, and live entertainment together. It's all about belonging, he says, and feeling the value of being part of this global football community.
A Week-Long Effort
For EA SPORTS, Madden Bowl is the centerpiece of a broader Super Bowl LX production endeavor that comprises the Madden Championship Series esports competition, creator-driven gaming activations, content capture at the Super Bowl Media Center, and EA's annual Super Bowl simulation and prediction.
Madden Bowl is the peak of how EA SPORTS gets to show up and be part of Super Bowl Week, says Evan Dexter, VP, franchise strategy and marketing (American Football), EA SPORTS.
The challenge for the production team is not simply executing a single live show; it's synchronizing multiple live and near-live outputs for different platforms and audiences. Madden Bowl, he says, is one of those places where we get to take the biggest sport platform in North America and put fans and creators and partners and athletes into one place. It ends up being this sports community that our brand is uniquely enabled to bring together.
At the same time, the experience is intentionally designed to work for audiences following remotely. It's something that we're uniquely positioned to do in ways that people get to engage onsite and in their living rooms, Dexter says, and the game kind of reflects what's going on in San Francisco if you can't be there.
Production Trucks at Every Major Site
Instead of centralizing production through a single remote hub, EA SPORTS is operating live productions from multiple physical sites throughout the week. There are production trucks at every major location where we are operating the event, says Reseburg.
At EA's Redwood Shores campus in Redwood City, CA, a full mobile unit supports live and streamed coverage of the Madden Championship Series. Meanwhile, a truck is also handling production at Chase Center.
Although the concert portion of the show will not be streamed, related coverage will be produced live from the venue. Says Reseburg, Content surrounding the event and leading up to it is going to be live and posted and shared all throughout the evening.
That content includes creator streams and live podcasting. Popular content creator and influencer Sketch and the popular online video series I Am Athlete will be broadcasting live from the event's blue carpet, drumming up hype around the pre-event and extending the moment's reach across social and digital platforms.
Anywhere where we are operating an event and there is livestreaming, notes Reseburg, we are running that directly from onsite.
Applying Sports-Broadcast Craft to Esports
For EA's competition broadcasts, the presentation is based on the same grammar familiar to traditional live sports productions. Says Dexter, A lot of the cutting and the curation of the presentation mirrors what you would see in sports broadcasting - through commentators, through replays, through presentation packages that we get to curate as it's emerging.
Although Madden avoids some of the camera-selection complexity seen in other esports genres, the production demands remain significant. It takes a lot of skill from our production teams, he explains, to know when's the right time to pull out and go to color commentary, when's the right time to pull out and go to presentation packages.
The packages are turned around in real time. There are editors working on the fly to curate and get live in the moment, Dexter adds. [It's] a lot of the same challenges that traditional sports broadcasters have to work out.
A Social-First Blue-Carpet Operation
One of the most notable production evolutions for this year's Madden Bowl is expansion of the blue-carpet operation into a primary storytelling and content hub.
We set out this year to continue working on how we can make the story of this evening be something that reaches and translates for an even broader audience, Reseburg explains. We've put a lot into the executions on our blue carpet. We're going to have a host of different ways that stories come to life and are translated for fans in fun, exciting ways through voices that they know and follow.
This year's blue-carpet coverage will be hosted by Kay Adams and Jameis Winston and distributed directly thro
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
05/03/2026
Quality control (QC) has long been a gatekeeper of technical fidelity. Editors and technicians have adhered to a simple, disciplined checklist: bitrate, resolut...
05/03/2026
Leading video software provider Synamedia today announced it has partnered with Swiss sports technology specialist, Asport to deliver global live streaming for ...
05/03/2026
Advanced Systems Group, LLC (ASG), a technology and services provider for media creatives and content owners, announced the promotion of Gretchen Taipale to Vic...
05/03/2026
Clear-Com has provided Gen-IC virtual intercom, its cloud-based voice communications system for SaxaVord Spaceport, the first fully licensed vertical launch s...
05/03/2026
The Hollywood Professional Association (HPA) concluded the 2026 HPA Tech Retreat, convening more than 800 industry leaders, technologists, creatives and executi...
05/03/2026
LynTec, a leading manufacturer of electrical power control solutions for professional audio, video, and lighting systems, today announced that its new Dual DMX ...
05/03/2026
Snicket Labs is pleased to announce a new distribution partnership with ES Broadcast for its award winning solutions, Match and Enrich.
Under the agreement, ES...
05/03/2026
LiveU today announced the first large-scale deployment of its AI-driven LiveU IQ (LIQ ) technology at a global, multi-venue sporting event, setting a new benchm...
05/03/2026
March is in full bloom, and that means a fresh wave of games heading to the cloud. 15 new titles are joining the GeForce NOW library this month.
Leading the Ma...
04/03/2026
Lega Basket Serie A (LBA), the governing body for Italy's premier basketball...
04/03/2026
Wrexham AFC co-chairmen Rob Mac and Ryan Reynolds will host a first-of-its-kind ...
04/03/2026
The countdown is underway and with just 100 days to go until the world's greatest sporting event begins on Thurs., June 11, FOX Sports, America's Englis...
04/03/2026
No matter where they are in the world, service members and veterans can stream N...
04/03/2026
Telemundo officially releases Somos M s, the anthem for the network's cove...
04/03/2026
The Hollywood Professional Association (HPA) concluded the 2026 HPA Tech Retreat, convening more than 800 industry leaders, technologists, creatives, and execut...
04/03/2026
Smith Entertainment Group transformed how local sports are consumed by creating ...
04/03/2026
The production method, which spans a distance of 36.2 miles, was designed and im...
04/03/2026
Haivision, a global provider of mission-critical, real-time video networking and...
04/03/2026
When Hugues Meyrath came out of retirement to take the helm as CEO of Quantum, i...
04/03/2026
Last week's launch of Banana Ball Championship League has spurred a significant upgrade of production facilities
The Savannah Bananas, arguably the hottest...
04/03/2026
sldkfjsdlfkjsldkfjsldkjfslkdjfslkdjfsl
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus...
04/03/2026
For many fans, a song's backstory can be just as compelling as the final pro...
04/03/2026
In 2006, Spotify was founded on the belief that technology could bring artists a...
04/03/2026
Spotify is back on the ground for the Houston Livestock Show and Rodeo, and we&#...
04/03/2026
Spotify had an energizing week in Sydney, Australia, filled with powerful conver...
04/03/2026
Earlier this year, we launched Directed By, a documentary-style series that pull...
04/03/2026
100 Days to Go: SBS Unveils World Class Team for The Greatest Show on Earth -The...
04/03/2026
KT and Rohde & Schwarz to showcase AI-enhanced radio transmission performance In a joint 6G AI proof-of-concept demonstration, the CMX500 one-box tester from ...
04/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/03/2026
Luxembourg, 3 March 2026 - SES S.A. has today published its 2025 Annual Report, following the announcement of the company's full year financial results for ...
04/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/03/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
04/03/2026
Luxembourg, March 3, 2026 - SES, a leading space solutions company, along with I...
04/03/2026
04 Mar 2026
VEON Partners with GSMA Innovation Fund to Accelerate Digital Innov...
04/03/2026
04 Mar 2026
VEON's Beeline Uzbekistan and Rakuten Symphony Partner for Open...
04/03/2026
Wednesday 4 March 2026
Sky Sports unveils plans for 2026 Formula 1 coverage
Sky Sports is preparing for one of the most highly anticipated F1 seasons in recen...
04/03/2026
Back to All News
Bloodhounds' Season 2 Gears Up for April 3 Premiere with ...
04/03/2026
Back to All News
Netflix Ads Suite Expands Capabilities
Business
04 March 2026
GlobalUnited States
Link copied to clipboard
After launching the Netflix Ad...
04/03/2026
Scripps Research welcomes healthcare innovator Joe Kiani to the Board of Directors Kiani brings decades of experience in patient safety and public service.
Mar...
04/03/2026
Nanoparticle vaccine approach takes on a new target: Hepatitis C virus Scripps Research scientists reengineer critical proteins on the surface of HCV, paving th...
03/03/2026
Beyond Sports, a Sony group company, and LIV Golf, the world's golf league, ...
03/03/2026
Ilitch Sports + Entertainment announces the launch of Detroit SportsNet (DSN), a year-round broadcast home for two of Detroit's franchises. With flexible op...
03/03/2026
Advanced Systems Group, LLC (ASG), a technology and services provider for media ...
03/03/2026
The PGA of America, NBC Sports and USA Sports extend their media rights agreemen...
The production of the mega-esports event also leverages facilities at EA headquarters in Redwood City
