The relationship between ESPN and the Madden NFL series has always been a bit strange. After all, as we pointed out in a our Battle for the NFL feature, ESPN actually used gameplay footage from the Madden game during ESPN NFL broadcasts, despite having a line of ESPN-branded games produced by Sega/Take Two. So when the gloves came off late last year and EA stopped playing nice by snatching up exclusive rights for the NFL (and its second-tier alternative, the Arena Football League), people wondered what was next for Sega/Take Two's ESPN football brand.

　　Now comes news that EA has grabbed the ESPN license for the next fifteen years, starting in 2006. Forget about Sega's football line for a moment--the question now becomes: What does Sega do with their entire line of sports games, which have been built around the ESPN broadcast look and feel? No longer will they be able to use the slick TV-style presentation format that has added such a sense of cohesiveness to the next-generation 2K line of titles. No longer will they be able to benefit from the ESPN.com-style Web reporting capabilities for online leagues (without redesigning them first, that is). In fact, they'll likely have to start from scratch for nearly ever presentation-style aspect of their entire line.

　　For EA, this is obviously great news and cements a relationship that has been teased for years. Where EA Sports titles have traditionally consistenly lacked has been in terms of presentation. This is nowhere more true than in the Madden series--where Al Michaels and John Madden have been seemingly phoning it in for years in the virtual booth. It's possible to envision this latest move by EA as just another step in removing the Madden name from their renowned football series. After all, if they're looking to replace the Madden brand, as has been rumored, what better replacement than the biggest name in American sports broadcasting?