EA SPORTS Madden presents Field the Future Unleashes Positive Impact
A Look at How EA and our Partners are Empowering Women in Football
March 11, 2024
We aren't just scoring touchdowns on the virtual gridiron; we're making a substantial impact on the turf. This year, we hosted our 2nd annual EA SPORTS Madden presents Field the Future event, an initiative to empower young women in football and embrace the spirit of play, education, and empowerment.
Empowerment, Equity, and Growth
In partnership with NIKE, Xbox, DICK’S Sporting Goods, TOGETHXR, and the Las Vegas Raiders, we pulled up to Sunrise Mountain High School in Las Vegas with custom football jerseys and equipment. Imagine a high school buzzing with excitement as we brought together 400 students and guests for a program that advanced skills, passion, and knowledge of the sport. Together, we hosted Empowerment, Equity and Growth for Women in the World of Football & Gaming, an all-female panel to spotlight women in football moderated by ESPN Reporter Mina Kimes and included former 49ers coach Katie Sowers, Xbox Sr. Manager, Product Marketing Noel Painter, Madden Streamer Lauren Whittaker, and Chief Sales Officer for the Las Vegas Raiders Qiava Martinez.
Celebrating Women in Football with Got Her Back
In collaboration with the Women’s National Football Conference, we spotlighted Got Her Back, a nonprofit organization with a mission to create connections and confidence in female football players through visibility, education, and mentorship. A charity livestream from the reimagined Madden Cruiser hosted by Madden streamer Lauren Whittaker and Got Her Back Founder Odessa Jenkins became a platform to raise funds for this impactful organization that celebrates women and girls in football. It was more than just a charity drive; it demonstrated how the gaming community can rally behind a cause, leveraging our passion for Madden to make a tangible impact.
Then, led by Xbox, we celebrated the refurbishment of Sunrise Mountain High School’s ESports lab, complete with quotes from John Madden and Al Davis on the wall. We then kicked off the ‘NIKE BY YOU Design Experience’ with the school’s girls' flag football team. Each student-athlete had the chance to create their own Air Max in school colors with the NIKE design team.
Elite Training and Skills Development: Madden Combine
Saving the best for last, our teams also provided hands-on training with professional coaches, including Las Vegas Raiders Defensive End Maxx Crosby. 300+ student-athletes took to the football field for our official EA SPORTS™ Madden Combine to run through the same events as an NFL rookie and receive their own verified Madden Rating. It was a holistic approach to empowering the next generation of female athletes, breaking stereotypes, and fostering a love for football in all its forms.
A Touchdown for Generating Positive Impact
The empowering event recognized the potential to shape lives through interactive entertainment. It's not just about playing a game; it's about scoring wins for education, diversity, and empowerment. EA SPORTS Madden presents Field the Future was a touchdown for driving social impact, proving that when the sports and gaming community come together, incredible things can happen. Check out how these initiatives live into Our Commitments, and if you’re feeling inspired, join us!
