The fact that you can't renegotiate existing contracts in Madden makes managing the salary cap difficult. I don't mind the difficulty because it used to be way too easy to manage the cap and build a super team. It made Franchise mode boring.
My strategy is to remember a few things:
1. Good players hit free agency every year in the NFL. You won't be able to keep every guy you want each off-season.
2. Recent Super Bowl teams have a nice balance of a few stars on big deals with depth on rookie contracts or veterans on big deals with young stars on rookie contracts.
3. The key to free agency is finding guys who have value deals. Not necessarily the highest paid, highest OVR guy at the position.
4. At the beginning of each off-season, evaluate your entire roster. Look at areas of need, areas where you have excessive depth. Look at each player's cap hit. Cut or trade some guys as cap casualties and look forward to building via the draft.
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