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EA Sports rebranding soccer game, sans FIFA

By Trent Murray

EA Sports unveiled its plan for the future of its soccer video game franchise following the conclusion of its long-running naming-rights agreement with FIFA. Following the release of FIFA 23 later this year, the franchise will rebrand to EA Sports FC in '23. The EA Sports FC brand will cover EA’s license agreements with 300 individual licensed partners, incorporating 30 global leagues and roughly 700 teams. The news comes ahead of EA’s Q4 earnings report today after market close. EA’s exclusive agreements include the Premier League, UEFA Champions League and MLS.

The new brand strategy will not affect active titles, but new game modes and features will be incorporated into the company’s online and mobile experiences, as well as esports. EA operates a global competition for the game known as the FIFA Global Series. EA and FIFA have collaborated on the long-running game series since '93, and this brings an end to nearly 30 years of brand building around the FIFA name. This could add some risk to EA Sports moving forward when it comes to casual players (especially those who aren't invested in the Ultimate Team mode, a significant money-maker for EA). Read more.

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