VIDEO GAMES MONTH: EA Sports joins breast cancer fight

Limited edition of Madden NFL to raise funds during National Awareness month.
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Electronic Arts has rolled out a special, limited edition of its Madden NFL 09 game in the US for October to tie in with National Breast Cancer Awareness Month.

Madden NFL 09 Pink features limited edition packaging displaying a pink ribbon - the international symbol of breast cancer awareness. Proceeds from the title will contribute to a donation to the Deanna Favre HOPE Foundation on behalf of EA Sports and Target, the exclusive retailer of the title.

Deanna Favre is the wife of Madden NFL 09 cover star Brett Favre and founded the Deanna Favre HOPE Foundation after being diagnosed with breast cancer in 2004 at the age of 35.

"EA is honoured to team up with Deanna Favre and Target in the fight against breast cancer," said Anthony Stevenson, senior product manager. "Almost everyone has been affected by this disease in some way, so we're eager to give our passionate fans an opportunity to participate in finding a cure."

The special edition title will be available in Target stores throughout October, as well as online at www.target.com and www.nflshop.com.

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