EA says it might rebrand its FIFA franchise

EA says it might rebrand its FIFA franchise

US publishing giant Electronic Arts has said that it is exploring the option of rebranding its FIFA football series.

In a press release, the GM of EA Sports Cam Weber said that the company was in discussions with FIFA over the franchise's naming rights – though this is separate from the two firms' licensing agreement.

EA hasn't really said why it is doing this.

"As we look ahead, we’re also exploring the idea of renaming our global EA SPORTS football games. This means we’re reviewing our naming rights agreement with FIFA, which is separate from all our other official partnerships and licenses across the football world," Weber wrote.

"The future of football is very big and very bright. Our priority is to ensure we have every opportunity to continue delivering the world’s greatest interactive football experiences. Thank you again for your support and feedback on this year’s game. We look forward to creating the future of football with you."

The firm has said that the most recent entry in the franchise – FIFA 22 – has already attracted over 9.1 million players.

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Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.