Every year, EA gets in on the Super Bowl action. The company travels to the Super Bowl location -- this year it's in Lucas Oil Stadium in Indianapolis -- in advance of the event, and holds all sorts of Madden competitions, interviews, celebrity and sports celebrity parties, and so on. It's pure sports marketing and branding.
Oh yeah, and it also does this pretty cool prediction thing in which it simulates one team to win the Super Bowl. EA's game is statistically quite good at this, too (it predicted the Saints and the Packers wins). See how it performs this year.