Soon you won’t be able to watch a football match without seeing ‘EA Sports FC’ plastered everywhere

Videogame giant EA and FIFA, the world governing body for football, are in the final stretches of one of the longest-running partnerships of the industry’s history. EA’s current licensing deal with FIFA is ending (opens in new tab) and FIFA 23 will be the final game released (September 30 for PC), after which the publisher is going on to re-brand the series as EA Sports FC.

This is a risk for EA. The FIFA series is nothing less than a golden goose that lays billions of dollars’ worth of eggs every year, and one can’t deny that part of the series’ success was the partnership with FIFA and how the word became synonymous with videogame football. EA’s CEO has talked tough about it just being “four letters on the front of the box” but the publisher knows it needs an awareness and marketing campaign like no other to maintain the series’ momentum and visibility as that default videogame football option.

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