NFL Madden Youth Championship

Overview

In September 2024, PlayVS and the NFL launched the Madden Youth Championship — the first-ever national youth gaming program of its kind. I led the marketing strategy and campaign execution for this landmark partnership, building programs that reached students aged 13–18 across the country through both open competition and structured scholastic leagues.

Campaign Components

The program operated across two distinct tracks. The Open Tournament format delivered six virtual events and two live events, providing accessible on-ramps for any eligible competitor regardless of school affiliation. Simultaneously, the Scholastic League track activated over 1,200 schools and engaged 2,730+ students through a structured season model that integrated directly into existing PlayVS school programming.

The NFL and 20 of its member clubs contributed access and resources, amplifying reach into markets that traditional esports channels struggle to penetrate. Prize packages were designed to maximize aspirational appeal, including trips to the Pro Bowl Games, the 2025 NFL Draft, and Super Bowl — stakes that drove meaningful registration momentum throughout the fall season.

Results

The Madden Youth Championship delivered measurable impact across every tracked dimension. School participation increased 25% for the Fall season as a direct result of MYC activation. Virtual events from the Fall season registered the highest participation numbers to date, with a 30% increase over the prior year. Total campaign impressions reached 24M+, with over 7,000 Gen Z participants engaging across all formats.

This partnership demonstrated that combining a marquee IP like the NFL with PlayVS’s scholastic infrastructure creates compounding audience growth — both within existing school networks and in net-new communities.