In a marketing/advertising partnership with men's deodorant Old Spice, Madden NFL 11 features a new Old Spice Swagger rating. While not as meaningful as the clutch of other attributes that define your player, it's no less realistic of a quality. The swagger rating determines who is more likely to break out into celebration after a big play. This prevents normally stoic offensive linemen, for example, from jumping around after a TD like they were Martin Gramatica. On the other hand, it also makes sure guys like Chad Ochocinco have an opportunity to show their latest moves.