Bloomberg reports that Electronic Arts is considering allowing the highest bidding player to become the cover athlete on its best-selling Madden NFL franchise.
All money received from the winning bidder would go to NFL charity partner the United Way.
The news comes by way of EA Sports president Peter Moore, who told Bloomberg:
I bet you can find 50 players that would say, `I'd pay good money [to be on the cover of Madden]. The league does a lot of work with them to make them realize how lucky they are and a lot of them have come out of poor circumstances and they give back...
Our research tells us we don't see a huge up-tick or down-tick depending on who's on the cover -- [gamers are] buying Madden.