- Electronic Arts and FIFA are negotiating a naming license agreement
- High prices might lead to the rebranding of the FIFA games
- What can players expect if such a deal goes through
Current negotiations between EA and FIFA might result in a rebranding of the entire FIFA series of games.
A Potential Rebranding Is on the Horizon
Ever since the launch of FIFA International Soccer back in 1993, Electronic Arts (EA) has released more than two dozen games under the FIFA brand. However, the partnership between EA and the world governing body of football, the real FIFA, may soon end.
Electronic Arts are currently reviewing the naming rights agreement with the Fédération Internationale de Football Association (FIFA). Last weak EA reported that the company might rebrand its popular series of FIFA games, depending on what kind of a deal it strikes with the eponymous international football association.
According to the New York Times, there is a high chance that Electronic Arts will be rebranding its iconic series of games after the end of the talks. The main reason for this is that FIFA (the real one, not the game) requires $1 billion every four years to license its names. The talks also might mean that EA would be limited in the ways it can monetize the FIFA (or their equivalent future names) games outside of their initial sales.
What Could the Negotiations Lead To?
The New York Times report says that the paper’s sources are “people close to the negotiations”. According to them, the negotiations have been lasting for the past two years. There is a large chance that the branding will be changing after the FIFA World Cup, which will be held in Qatar in November next year. This will see the end of the current 10-year agreement and see EA lose access to the branding controlled by FIFA. The change will affect the name of the game franchise itself.
Interestingly enough, the potential name change will not affect EA’s right to use player likenesses, player names, officially branded stadiums, and team names. This is so because the studio has already negotiated separate deals with companies like FIFPRO, which is a representative for pro football players.
If the negotiations follow through with these speculations, Electronic Arts will be following in the footsteps of other companies like Konami. Konami also has a popular football franchise by the name of Pro Evolution Soccer (PES), which the company rebranded to eFootball earlier this year.