Following recent rumors of a rebranding, reports suggest that the EA Sports and the FIFA trademark, and it seems that this separation has come to fruition.
Despite a nearly 30-year partnership, recent statements from Electronic Arts CEO Andrew Wilson suggest that the developer receives little benefit from its partnership with the FIFA brand. While soccer's top athletes are all associated with the international league, the rights to have athletes appear in-game are apparently handled separately. This means that real-world stars like Cristiano Rinaldo Kylian Mbappé could appear in EA's soccer simulators regardless of any association with FIFA. The soccer juggernaut apparently holds back branding rights, too, with an exclusive deal with Adidas printing other shoe brands from appearing in-game. FIFA rival UFL features Cristiano Rinaldo, providing that the FIFA brand is not essential to EA's soccer franchise.
As reported by Video Games Chronicle, 2022 may be the final year of FIFA and Electronic Arts' partnership. Industry insider Jeff Grubb, host of the podcast Grubbsnax, claims that the franchise will be renamed to EA Sports Football Club following this year's FIFA 23. Trademarks for the new name have already been filed by EA, according to Grubb, indicating that the spilt is essentially finalized. However, there has been no official confirmation from either FIFA or EA about the rumored schism.
Despite mounting tensions between the franchise's two creators, a report about FIFA 23 has detailed many of the features expected for inclusion in the series' next installment. Leaks claim that the title will include two World Cups, one for men and one for women, in an effort to capitalize on licensing deals across the entire soccer world. The title is also expected to include cross-play, allowing players to meet on the field regardless of their console of choice. It is also assumed that FIFA 23 will be the finally entry in the franchise, with EA Sports Football Club replacing it in 2023.
Rumors have been swirling around EA Sports and the FIFA series, and it seems that the divide between EA and FIFA is finally coming to fruition. EA Sports Football Club is expected to act as a direct successor to the series, however, and the separation may even give EA the freedom to more accurately represent the soccer world. The FIFA franchise has lasted nearly 30 years, but FIFA 23 may be the series' final score.
Source: Video Games Chronicle