Three players. One cover. Fans choose. In a bold move to give diehard Madden NFL fans ultimate control of their gaming experience, Doritos tortilla chips -- the bold, intense snack brand within PepsiCo’s Frito-Lay division -- and EA SPORTS today announced that for the first time in the 22-year history of the franchise, the Madden NFL 11 cover athlete will be determined by consumer votes. Starting today through March 15, fans can log on to doritoschangethegame.com to vote daily for one of three nominees for the Madden NFL 11 cover:

• Jared Allen -- Defensive End, Minnesota Vikings

• Drew Brees -- Quarterback, New Orleans Saints

• Reggie Wayne -- Wide Receiver, Indianapolis Colts

To inspire fans to get out and vote for the next Madden NFL cover athlete, consumers can collect limited-edition Nacho Cheese and Cool Ranch Doritos bags featuring former NFL all-stars and Madden NFL cover legends Eddie George, Marshall Faulk and Shaun Alexander, available in stores nationwide now. The Doritos and EA SPORTS partnership will extend throughout 2010 and include additional surprises and special offerings surrounding the winning cover athlete and game release.

“Doritos fans are passionate about gaming so we want to bring them unprecedented access to the games they love most,” explained Rudy Wilson, vice president, marketing, Frito-Lay. “One of the most highly anticipated gaming moments of the year is the annual Madden NFL cover athlete reveal. That’s why this year we’re partnering with EA SPORTS to up the ante and give fans the power to choose who they want to see grace the next cover.”

Voters also will be entered in a drawing for a chance to win a trip to the 2010 NFL Draft, for the exclusive cover unveiling of Madden NFL 11 and dozens of other prizes. Click HERE for more details and the Official Rules.

“Our diehard fans are the reason Madden NFL has been so successful year after year,” shared Todd Sitrin, Group Vice President, EA SPORTS Global Marketing. “That’s why we are thrilled to turn over the honor of choosing the cover athlete to our fans. It’s something our team looks forward to every year, and we are excited to see the level of enthusiasm our fans will bring for this historic decision.”