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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 dumps it on that, he ll be the player of the game. reporter: our michael strahan tweeting, when you played and jaund madden was on the call, it was time to shine. troy aikman calling him a treasure and incredible friend. on thanksgiving, he was ans institution. you cut it, likes right down here. reporter: and he was just as good as a pitch man, from beer could i go for a nice cold beet. to foo ....