EA’s third annual Field the Future event is taking place today, and this year, we are empowering young football fans and Madden players in the San Francisco Bay Area by providing resources and opportunities to advance their skills, passion, and knowledge of the sport from football pros and creators of one of the world’s biggest sports action title on the planet – EA SPORTS Madden NFL. 

Whether that’s utilizing tech skills, professional gaming, or actually running on the gridiron themselves, attendees will learn firsthand just how possible it is to have a career in football.

“Field the Future is about building connections, growing the love of football, and giving back to the community at the same time,” says Evan Dexter, VP, Franchise Strategy and Marketing – American Football. 

This year, the Field the Future event is focused on youth in the San Francisco area. We are partnering with Xbox and the San Francisco 49ers to deliver custom “Go Karts”–specialized gaming consoles which can be easily utilized in hospital–for children in the San Francisco Benioff Children’s Hospital. Providing educational sessions for youth with Madden artists and developers to learn about a future in gaming and tech, and providing attendees the opportunity to play football on the Madden Field with the 49ers themselves!

“It’s going to be our best year yet,” says Evan. “And we’re so excited about the impact it will leave behind on young, Bay Area football fans.”

“John Madden wanted a video game to be a teaching tool 35 years ago. We are carrying forward this vision and using our unique position between the virtual and real gridiron to teach, inspire, and grow the love of the sport.”

Leaving every community better

At the heart of Field the Future is a commitment to being community-led. Our mission is to drive meaningful change in the lives of football fans and players across the United States.

The results? In 2023, we refurbished the scoreboard and locker rooms of an Arizona high school we worked with, along with donating equipment and–of course–video games. In 2024, we donated an entire gaming lounge to the school we worked with in Las Vegas, donated equipment and self-designed jerseys, created a custom Nike shoe, and held a panel educating the students on opportunities for girls and women around football.

Through these events, we were able to show these audiences that Madden NFL and our partners believe in representing everyone in and around the sport of football. 

“John Madden wanted a video game to be a teaching tool 35 years ago,” says Evan. “We are carrying forward this vision and using our unique position between the virtual and real gridiron to teach, inspire, and grow the love of the sport.”

“Field the Future is about building connections, growing the love of football, and giving back to the community at the same time.”

Creating a new future of football fans and players

As we look ahead to the future of football, EA’s Field the Future event continues to stand as a beacon of innovation, community, and inclusion. By empowering young fans, players, and aspiring professionals, we’re not only shaping the next generation of football talent but also deepening our commitment to fostering opportunities and representation within the sport. 

“There’s an army of people across EA who bring Field the Future to life,” says Evan. “ Thank you to everyone who helps make this platform a reality; and a very special thank you to Alaias Bertrand and Lauren Kohn, who have been the stewards since Day One.”

With continued support from our partners and the passionate efforts of everyone involved, the Field the Future event is set to inspire and drive change in ways that will resonate for years to come. 

Interested in learning more? Join us and become part of the EA story.