EA is doing this because when the new EA football is annoounced it probably won't be "Madden" anymore. Why pay Madden for his name, ESPN for their name, and the NFL for exclusive rights on one title? Besides, rumor has it that Madden wants to retire anyways, and that would limit his effectiveness as a spokesman.
EA knew that without Madden's name, the football fans would reevaluate their game of choice, and with ESPN taking a big bite out of Madden's sales this year, they knew that they might lose those football dollars. Madden isn't all EA has, but it's bigger than MVP Baseball, which they've had locked up for a couple years, and they far from have a stranglehold on the NBA game, since the Sega Sports/ESPN 2K series has pretty much gone 50/50 with NBA Live since it went multi-platform.
Plus c'mon. EA has got to have something against SEGA. The Genesis basicially made EA Sports, but I think EA took it somewhat personally when SEGA brought out Joe Montana Football, a very similar looking game to Madden, back in 1991/92. When SEGA released Dreamcast, and looked to EA for sports support, EA not only turned their back on SEGA, but ripped them in interviews in gaming mags, all the while hyping PS2... the rumor there is, Sony gave them early dev kits and a lower per unit cost, so it would be easier to flood the market with EA Sports games. I don't know if that's true, but SSX was easily the most polished game at PS2 launch... Now EA has basically managed to drive every other company out of the sports business, except SEGA. And lo and behold... SEGA actually carves out a foothold, while at the same time doing something EA doesn't want to EVER see... dropping prices. So what do you do if you're EA? Buy all of SEGA's licenses out from under them!!
Dirty business man.