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Originated in 2001 when EA started putting cover shots of famous [football stars] on the cover of Madden NFL videogames.
Every player to be on the cover since then has had a season ending injury and/or a losing streak. Examples:

Madden 2001 cover: Eddie George, Titans RB

Before cover: The Titans reached [the Super Bowl] the prior season and George had gone to three consecutive Pro Bowls.

After cover: George made the Pro Bowl in 2000, but averaged 3.2 yards per carry in 2001 and 2002 and the Titans haven't been back to the Super Bowl.

Madden 2002 cover: Daunte Culpepper, Vikings QB

Before cover: Culpepper threw 33 TD passes and led team to the NFC championship game.

After cover: Culpepper missed five games in 2001 with a knee injury, threw a league-high 23 [interceptions] in 2002; the Vikings have gone 11-21 since 2000.

Madden 2003 cover: Marshall Faulk, Rams RB

Before cover: Faulk had become the first player in NFL history to gain 2,000 yards from scrimmage in four consecutive seasons; the Rams had been to three straight postseasons.

After cover: Plagued by an ankle injury, Faulk started a career-low 10 games as the Rams missed the playoffs.

Madden 2004 cover: [Michael Vick], Falcons QB

Before cover: He was on a roll coming into the year, having set four NFL records in the 2002 season and established a reputation as one of the games' most electrifying players.

After cover: Early in the 2003 pre-season, Vick broke his leg in the first quarter of a game against the [Baltimore Ravens]. He was out for the first 11 games of the season.

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