The idea of Madden cover as a curse began to really take the 2001 season when Tennessee Titan Eddie George was on the cover. The Titans lost in the playoffs after George dumped a pass and picked it up and returned for a touchdown from Baltimore Ravens Ray Lewis, who cost the Titans the game Buy Madden 18 Coins.

In 2007, San Diego Chargers fans openly launched a campaign for EA not to put LaDainian Tomlinson on that year's cover, which had been said at that time. Tomlinson eventually declined the offer, though presumably only for contract reasons.

In 2009, EA placed two athletes for the first time on the cover, with an image of the security of Steelers Troy Polamalu covering Cardinals Broadcaster Larry Fitzgerald. When Polamalu suffered a bad opponent in the first half of season opening, Fitzgerald is said to have been upset and worried about the curse. Officially, EA claimed not to believe in the curse, pointing out that when an athlete covers, it is usually after a career year and therefore some regression may be expected next year.