Lexus will now be presenting partner of the Ultimate Madden Bowl -- the $1M championship final for the Madden NFL Championship Series at the House of Blues in Las Vegas on Feb. 9. Along with being the presenting sponsor, the Toyota-owned luxury car brand will have virtual naming rights to “Lexus Stadium” inside of Madden NFL 24's Ultimate Team mode.
Kevin Hitt is an investigative reporter for Sports Business Journal, specializing in esports and the business side of sports. With a focus on providing in-depth analysis and breaking news in the industry, Kevin covers topics ranging from league governance and team ownership to media rights and emerging trends.