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Weather Channel: It's In Madden's Game

Pop quiz: Which cable network will have a branding presence in the newest version EA Sports' popular Madden pro football video game franchise?

No, it's not ESPN. The Weather Channel's logo will be prominently featured during game play of "Madden NFL 10," which hits stores Aug. 14, according to network officials.

Weather's interactive division has partnered with EA Sports to provide an interactive weather feature that let's "Madden NFL 10" players include weather effects, like snow and rain, during game play. The network's logo will be prominently shown in several locations -- both during the game set up when choosing weather options, as well as right before the coin toss.

Weather is also already part of EA's "NCAA Football 10" and "Tiger Woods PGA Tour 10" titles.

Wedbush Morgan analyst Michael Pachter told the Contra Costa Times that he predicts the Madden video game franchise -- which has generated more than $2 billion in revenue and sold more than 80 million units since its inception in 1989 -- is expected to sell between 5 million and 6 million with the latest version, which can be played on most popular video game consoles.

The former Oakland Raiders coach and legendary broadcaster retired from NBC's booth after calling Super Bowl XLIII. Madden has been replaced by Cris Collinsworth, who will now team with Al Michaels on Sunday Night Football.