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Broadcast booth. >> hi, i'm john madden. pat summerall and i have been with both the teams all week. >> reporter: teaming up with the unselfish pat summerall to call games on cbs, and then to fox and nbc sports for 30 years, earning 16 emmys along the way. >> we call it just b.g.d. just big guy defense. that's all. >> reporter: john madden never stopped coaching football. for millions of americans, he took a complicated game, made it fun and easier to understand. >> they bring from the outside and, boom, two up the middle. >> reporter: he became a national pitch man, endorsing several products...

>> reporter: tonight, the world of sports honoring the life of a giant among them. john madden. >> epitomizing coaching greatness. >> reporter: from the super bowl -- >> john madden's grin is from ear to ear. >> reporter: to the broadcasting booth. never at a loss for words. >> we want to throw those short little things where he can come back, set up, boom. right there, boom. you go left, left, left, boom, you get him. >> reporter: using that telestrator to draw viewers in, even when it didn't have anything to do with the game. >> if this guy here is pointing to this and if he takes this and d...

>> boom, tough acting tinactin. >> reporter: he transcended generations, with the help of his iconic madden nfl video game series. >> hello and welcome to madden nfl 09. >> richard sherman tweeting, "it was one of my greatest honors to grace the cover of your video game. thank you for the years of joy and motivation!" >> i never worked a day in my life. i went from player to coach to broadcaster. and i am the luckiest guy in the world. this has been the sweetest ride of them all. thank you. >> our thanks to kaylee hartung for that report. have a great night. >> building a better bay area,