In 2022 after almost 30 years, Electronic Arts (EA) ended its collaboration with the Fédération Internationale de Football Association (FIFA). Reports suggested a plethora of reasons behind the split, ranging from long-standing licensing restrictions that EA found increasingly burdensome, to a steep hike in the licensing fee, which had surged beyond $1 billion for a four year period.
By ending the partnership, EA took a calculated risk, confident that it no longer needed the FIFA brand to maintain its market dominance. EA wagered that its devoted player base would still continue to purchase the rebranded EA Sports FC, recognizing it as the same beloved game they’d been playing for decades.
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