The NFL and its players association announced today that it has extended its contract with video game maker EA Sports through 2012, providing the company the exclusive rights to use NFL players, team names and stadiums.

The deal is an extension of the contract signed in 2004 and will allow EA Sports to continue to sell the popular Madden NFL game, which will celebrate its 20th anniversary in 2008. The agreement also allows EA Sports to use content produced by NFL FIlms and the NFL Network.

"This is all about bringing authenticity and realism to NFL video games," said Eric Grubman, president of NFL Ventures. "EA SPORTS continually works to maintain the cutting edge for NFL products across a variety of gaming platforms. We like the fact that they never rest."

EA Sports' exclusive contract with the NFL has forced other video game companies to either drop pro football games altogether or get creative. Last year, 2K Sports began selling NFL 2K8, featuring scores of former NFL stars ranging from old timers like Johnny Unitas and Sammy Baugh to more recent retirees like Emmitt Smith and Jerry Rice.