Possible renaming: EA could part with FIFA

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Possible renaming: EA could part ways with FIFA

Image: EA

FIFA 22 could be EA’s last soccer game under this title. In a press release, EA openly spoke about the fact that it was considering renaming the series and discontinuing licensing with FIFA. The agreement reached between EA and FIFA in 2013 will expire at the end of 2022.

The current license has existed since 2013

The FIFA series is a guarantee of sales for EA, not only, but above all in Germany. More than 9 million copies of FIFA 22 have already been sold worldwide, with FIFA Ultimate Team EA generated over 1.6 billion US dollars in sales in the 2021 financial year – before deduction of license fees to FIFA, marketing, development and other expenses.

As we look ahead, we’re also exploring the idea of ​​renaming our global EA SPORTS football games. This means we’re reviewing our naming rights agreement with FIFA, which is separate from all our other official partnerships and licenses across the football world.

EA Sports general manager Cam Weber

In the statement EA states that they are considering not renewing the license agreement with FIFA in order to keep all options open in the future, “the world’s best interactive soccer entertainment” to deliver. At the same time, the company left no doubt that they would hold on to a soccer game series. All other agreements, for example with the UEFA Champions League, the UEFA Europa League, the Bundesliga, the Premier League, the Conmebol Libertadores and La Liga Santander and licensing in the football sector are also not affected.

Little clarity, investors unsettled

Whether EA is about saving license fees because they are convinced that they can establish a successful soccer game series even without this name – just as the company has established a successful brand without licenses with Apex Legends – or the negotiations between EA and FIFA are stuck with an extension and are too demanding, is not known. Konami’s competition is weakening right now, which may make the timing seem tempting. In addition, FIFA was and is involved in numerous scandals in recent years, which EA could take into account in its decision.

The declaration leaves a lot of leeway, which EA will probably have to downsize at the next earnings call in order not to further unsettle investors – contrary to the trend, the share fell significantly after the announcement.

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