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Bose, Snickers, New Era to sponsor EA’s Madden NFL 19 esports series

Three of the NFL’s biggest partners have entered esports sponsorship after agreeing new deals with EA’s Madden NFL 19 Championship Series.

Headphone brand Bose, confectionery brand Snickers and headwear brand New Era will all sponsor this year’s official Madden championship series.

All three sponsors will have branding in broadcast segments on streaming platforms such as Twitch, YouTube, Mixer and Facebook, similar to how brands are presented in NFL telecasts.

The three brands will also get commercials, highlight integrations, on-air product placement and additional shoulder programming.

Jess Donato, senior associate brand manager at Snickers, said: “For Snickers, this is a natural and authentic extension of our NFL sponsorship, as Madden competitive gaming broadcasts are nearly identical to the traditional sports experience.”

Bose will serve as the championship’s official headphone provider, New Era will have its new ‘Home and Away Collection’ on display at the event, and Snickers will have a branded highlight reel featuring its slogan: ‘Most Satisfying’.