From page 96 of All Your Base Are Belong To Us about the rise of the videogame industry:

"Despite [Trip] Hawkins' [creator of Electronic Arts] bluster, it was difficult to see the art within those early floppy disks.  Dr. J and Larry Bird Go One on One was little  more than two stick figures battling it out on an unadorned basketball court.  but what you could see in the title was Hawkin's penchant for using superstars in his games to help sell them.  Hawkins not only wanted to rub elbows with the greats, he wanted to be a superstar himself.  But he could not be a superstar, a true superstar, until Electronic Arts made "The Football Game."  Hawkin's real passion was football.  He pored over plays and what made them work like a fanatical amateur coach.  After Hawkins attended the NFC Championship football game in 1982, in which Joe Montana hurled a football to receiver Dwight Clark, a fantasy completion simply known as "The Catch," he approached the former Notre Dame star and asked him to work on his computer football game.  Hawkins was discouraged to learn that the quarterback already had a long-term deal with Atari.  Undaunted, he sought out a more minor subject, the tequila-loving Joe Kapp, who was a former football chucker for the Minnesota Vikings.  

In a conversation on the UC Berkeley football field, where Kapp was football coach, Hawkins proposed, "I'll pay you a consulting fee if you give me some pointers on how to make an authentic game."

Kapp, who had a mammoth ego, perhaps because he was an actor in successful films like The Longest Yard and Semi-Tough, looked down the fiel as if he had seen his quarterback thrown an interception in the end zone.  He shot back, "I want my name on that game and I want royalties, too.  And I want my picture on the cover."  On the drive home, Hawkins thought, "If it's going to go that way, I'm going to go to the front of the parade and get the biggest I can get, John Madden."

Joe Kapp, you fool!  You could have had been the face of a multi-billion dollar video game series!!!!!  Ai!