Context:
At EA Sports, one of the most critical partnership is with the NFL, as Madden NFL is a licensed NFL product. Managing this relationship meant navigating a complex, long-term licensing agreement while balancing the NFL’s strict mandates with EA’s evolving brand priorities. Historically, the focus had often been on meeting the league’s mandated spend rather than driving meaningful brand impact. I was tasked with transforming and leading this partnership, stewarding the agreement year over year, and building trust with the NFL by shifting the approach toward optimization, innovation, and long-term value creation for both sides.

My role:

• Led the renewal and ongoing strategic management of the NFL partnership.

• Adapted partnership priorities year-over-year to align with shifting brand and league needs.

• Implemented efficiencies in how the budget was allocated, challenging the “spend it all” approach of prior roles.

Results:

• Delivered 19% savings on mandated budget without compromising brand goals.

• Strengthened the partnership by ensuring brand objectives were consistently prioritized.

• Optimized partnership operations and strategy year-over-year, creating long-term value.