Uh, what is that? That's not Madden
Solution 1:
The (incorrect) game art is from Project Spark.
It took a bit to track down this specific instance of what looks like a cache bug to get the name (previous instances of it swapped the image out for "Lords and Kingdoms" of all things), but here's a thread that shows the same issue. It might actually be an issue on Microsoft's end, but if it bothers you, one of the fixes for previous instances of this cache bug was to clear out the cache three times (although that's apparently not a guaranteed fix)