If EA’s latest plan comes to fruition, there could be a kicker or punter on the cover of the next Madden NFL title. Or an assistant coach. Or even a waterboy.

Normally, the coveted cover spot is taken by one of the top players in the league, but Peter Moore, president of EA Sports, said discussions are currently underway to have it sold to the highest bidder. In a touch of class, he said all proceeds from the auction would go to the United Way, with which the NFL has had a long-standing charity partnership.

In an interesting side note, Moore said the franchise’s success has not been linked to the cover star. “Our research tells us we don’t see a huge up-tick or down-tick depending on who’s on the cover  they’re buying Madden,” he said.

However, the decision won’t come anytime soon. Moore said negotiations were still being conducted with EA’s skittish marketing team. The team requires some “convincing,” Moore said.