For those who haven't purchased NCAA 11 yet, it's true.
The guy in electronics knew about the deal but was a bit unsure of how it worked. My coupon came from the register tape when I paid for the game. Make sure when they hand you the receipt for the game that you get the coupon at the same time. It reads "$20 OFF EA SPORTS GAME PURCHASE" and right below it has a bar code. At the top mine says "Valid 07.13.10 THRU 08.21.10" which will work out fine for me when I pick up Madden 11 on August 10th at 8am when they open up.
Thanks Kmart!