The game will change its name after the end of the “FIFA” partnership

May 11, 2022 – 6:00 p.m.

(Credit: Diego Tomasin / Shutterstock)

According to Advertising Age and Bloomberg

FIFA, one of the most popular gaming franchises in the world, will be renamed EA Sports FC. The move comes after the game’s publisher, Electronic Arts Inc., failed to renew its licensing agreement with the football organization.

CEO Andrew Wilson said he was “grateful for an all-year partnership” with FIFA and that the franchise’s last game would be released this year. The new series will maintain licensing agreements with more than 300 EA partners, enabling most of the world’s players, clubs and stadiums.

The relationship between the two companies began almost three decades ago with the 1993 Fifa International Soccer Game, which topped the charts with Sega and Super Nintendo. Since then, the partners have been producing a new game every year, which has brought EA more than $ 20 billion in revenue and enabled it to eliminate potential competitors thanks to the exclusivity deal. In 2013, the two companies extended their contracts until 2022.

However, the renewal talks turned out to be controversial and appeared in October last year when EA said it was considering a name change. “As we look to the future, we are also exploring the idea of ​​renaming our global game EA Sports,” wrote EA General Manager Kam Weber at the time. “This means we are reviewing our partnership with FIFA over naming rights, which are separate from all other partnerships and licenses in the world of football.”

FIFA was doubly looking for what it got from EA for using its name in the game, the New York Times reported. The two companies also did not agree to extend the franchise to other areas of the game, such as the Championships and the NFT. The partnership looked doomed to failure when EA registered the EA Sports FC trademark as a sign that it intended to move forward without FIFA.

FIFA is now free to work with publishers of other games, although it can be difficult to find other partnerships that fit the company’s goals. The only competitor in the segment, Pro Evolution Soccer, from Konami Holdings Corp., has refused to partner in recent years.

In practice, analysts say the change will not change much for EA. With the same teams, players and stadiums, many may not even notice the difference, except for the lack of this or that name.

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