Electronic Arts and XBox teamed up to promote the release of MADDEN NFL 09 with the MADDEN NFL 09 Play & Win Sweepstakes. To enter, participants logged into XBox Live Marketplace and played a game of MADDEN NFL 09 between August 29 through 30. The winners were randomly selected. Two grand prize winners received a trip for the winner and a guest to attend the Madden Bowl in Tampa, Fl. One first prize winner received the MADDEN NFL 20th Anniversary custom XBox 360 game console. Ten second prize winners received MADDEN NFL 09 20th Anniversary Under Armor hoodie. One hundred first prize winners received a MADDEN NFL 09 XBox 360 faceplate. The contest ended August 31, 2008.