EA Sports Joins the Fight Against Breast Cancer with Madden NFL 09 Pink

[Steve_OS]

Limited Edition Videogame Raises Funds for
Breast Cancer during National Awareness Month

REDWOOD CITY, Calif., - October 2, 2008 – Electronic Arts Inc., (NASDAQ: ERTS) announced today that Madden NFL 09 Pink will be available throughout the month of October, coinciding with National Breast Cancer Awareness Month. Boasting the same renowned gameplay and graphics found in Madden NFL 09, Madden NFL 09 Pink features limited edition packaging displaying a pink ribbon—the international symbol of breast cancer awareness. Proceeds from Madden NFL 09 Pink will contribute to a donation to the Deanna Favre HOPE Foundation on behalf of EA SPORTS™ and Target, the exclusive retailer of the title.

Deanna Favre, wife of Madden NFL 09 cover athlete Brett Favre, founded the Deanna Favre HOPE Foundation after being diagnosed with breast cancer in 2004 at the age of 35. Since overcoming the disease, Deanna Favre has committed herself and the foundation to helping underserved and underinsured women who bravely face the battle against breast cancer.

“EA is honored to team up with Deanna Favre and Target in the fight against breast cancer,” says senior product manager, Anthony Stevenson. “Almost everyone has been affected by this disease in some way, so we’re eager to give our passionate fans an opportunity to participate in finding a cure.”

Target, the exclusive retailer for Madden NFL 09 Pink, will carry the limited edition game in stores throughout the month of October. The game will also be available online at www.Target.com and www.NFLShop.com in October. Madden NFL 09 All-Play Pink is available for the Wii for $49.99. Madden NFL 09 Pink is available for the Xbox 360® video game system from Microsoft for $59.99.

Madden NFL football has become a cultural phenomenon and has evolved into the must-have sports title every year, selling more than 70 million* units over its lifetime. Madden NFL 09, released on August 12, is the First Sports Game That Adapts To You. Madden NFL 09 will continuously assess your skills and adjust the gameplay to keep the experience both fun and challenging, regardless of whether you are an experienced player or just a rookie, all while training you to become a better Madden player. Recently named Best Sports Game of E3 in the official “Game Critics Best of Show Awards”, Madden NFL 09 has over 85 new features and enhancements, including a brand-new broadcast presentation package featuring Cris Collinsworth and Tom Hammond, online leagues, and the most realistic graphics in franchise history.

EA SPORTS is the leading interactive sports software brand in the world, with top-selling titles and franchises including Madden NFL football, FIFA Soccer, NHL® hockey, NBA LIVE basketball, NCAA® Football, Tiger Woods PGA TOUR® and NASCAR® racing.

[eDotd]

Cool.

[woodjer]

Yeah, this is cool but why wait almost 2 months to announce/release it? My mom's a survivor and I would've easily bought this edition instead. Heck, I might have even waited this long to get it had I known it was coming out...

[Scott]

no PS3 version?

[jvaccaro]

Nice... Since it's over a month after release, a simple $5 price cut would probably move way more copies of this edition, and not cut into proceeds very much.

[marktg30]

I am willing to bet that most OSers have a great love for breasts and support this idea.

Personally, this made me wonder "Where are the cheerleaders?".

[The Chef]

Nice gesture, surprised they didnt donate to the Susan G. Komen foundation however but its a nice gesture either way.

[d_max]

They should have added special pink alternates for teams to wear.