The deal extends what is the second longest spokesperson relationship of its kind existing today, according to Frank Rothing, Ace's advertising manager, just behind the pact between Michael Jordan and Nike.

“John's personality and image continue to resonate with Ace customers, as evidenced from quarterly monitoring by Gallup that shows awareness levels and consumer association of John with Ace often exceed 80 percent,” Rothing said. “Extending John's involvement in many of Ace's promotional programs strongly complements our other brand-building initiatives.”

Ace said Madden would continue to do voice-overs for radio commercials and select TV spots while his name and image will be used, as it has been previously, in printed materials such as advertising circulars and point-of-sale displays.

The six-year Ace/Madden deal, which ends in 2011, coincides with Madden's new contract with NBC-TV to broadcast Sunday night NFL football games starting next fall.

Based here, Ace is the nation's largest retailer-owned hardware cooperative with annual retail sales for the company's 4,700 hardware, home center and lumber and building materials locations topping $13 billion.