and he was excited and he was excitable and people just gravitated to him. but before he became a broadcasting legend, madden coached the oakland raiders to 10 consecutive winning seasons and a super bowl victory his teams were notable in their day for their off field freedom and their relentless play. when they go out on the field, you go after everything in sight. reporter: for the demonstrative madden, football was a game to be played, to be coached with enthusiasm what are you trying to do? reporter: when madden moved to the broadcast booth, he took that same almost manic energy with him. boom, we cross him. the left goes to the right. the right goes to the left this guy crosses him he crosses him they have no idea where we are, who we are, where we re coming from or who we re throwing to. reporter: audiences loved him. now, this is what the game of football is all about. reporter: and advertisers, too light beer tastes great. reporter: but hidden beneath thos