Will EA Lose The FIFA License? They Acknowledge Doubts Over A “Bitter Dispute”


FIFA: EA Sports is unsure whether to continue working with FIFA in the future. Economic and brand use discrepancies separate both parties. The use of the name “FIFA” in Electronic Arts’ soccer simulation video games continues to be up in the air. After knowing the dispute between EA and the Fédération Internationale de Football Association, which wants to exponentially increase the cost of using the brand for the next few years, and that EA itself will consider changing the name of the saga to avoid assuming such payments, the company acknowledges being undecided to continue linked with FIFA.

David Jackson, head of brand for the soccer title at Electronic Arts, has explained to the Financial Times (via PushSquare) that a “bitter dispute” is taking place that prevents the possibility of reaching an agreement; at least right now. “We are not sure whether we will go ahead with FIFA as a naming rights partner,” he says in the interview. We are talking about more than 700 teams, 100 stadiums and 30 leagues.

The negotiations continue without an agreement, but they are not concerned. In fact, they have renewed with FIFPro, the footballers’ association, which could compromise the use of the stars of this sport in their works.

Elecronic Arts, which continues to break revenue records thanks to the star modality of these latest installments, Ultimate Team, based on the temporary use of cards (players) through the recurring payment of envelopes – a business model based on microtransactions – will continue exploring the ideal of renaming their soccer video games. In fact, in the latest financial report for the July-September quarter, EA addressed its investors not using the name FIFA, but rather “EA Sports Global Football Franchise”. They explore the name EA Sports FC, already formally registered.