Context:
Josh Allen’s selection as the Madden NFL 24 cover athlete marked the first time a Buffalo Bills player had been featured, a historic milestone for both the franchise and the passionate “Bills Mafia” fanbase. EA Sports partnered with the Buffalo Bills to create a moment that would transcend the game itself, blending sport, culture, and lifestyle.

What I Did:

• Led the strategic planning and execution of the Madden 24 cover reveal in Buffalo.

• Partnered with the Buffalo Bills to host a private celebration at Vice restaurant, bringing together athletes, creators, and fans.

• Collaborated with EA Sports’ creative and events teams to identify the venue and design an immersive experience.

• Worked closely with Athlete Marketing to navigate scheduling risks when Josh Allen’s appearance was uncertain.

• Secured and optimized the budget by leveraging multiple funding buckets to ensure the event’s success.

• Orchestrated a surprise appearance by Josh Allen to delight Bills Mafia and spark viral social content.

• Coordinated real-time storytelling opportunities with NFL partners, athletes, and creators.

Results:

• Generated viral UGC from fans in attendance, amplifying the event across social platforms.

• Secured earned media coverage, including ESPN’s SportsCenter broadcasting live with Josh Allen.

• Delivered the first-ever Madden cover featuring both a Buffalo Bills athlete and fans, celebrated by players, media, and the community.

• Created a culturally resonant activation that positioned Madden as more than a game — a blend of sport, culture, and lifestyle.