EA Sports FC brand launched globally as video gamer ends its FIFA friendly

April 14 – EA Sports has started the brand building for its EA SPORTS FC title that will launch at the end of the year, ending EA’s use of the FIFA brand after a 20-year association.

Essentially it is the same game with most of the same teams and player licenses, and pretty much all of the same video gamers buying and playing, it just won’t be called FIFA and FIFA won’t collect over $100 million in licensing fees.

Other clubs, leagues, federations and confederations will continue to collect EA Sports licensing fees with EA confirming that it has more than 19,000 players, 700 teams, 100 stadiums, and 30 leagues coming in the new game.

More importantly, EA says, though its FIFA-branded franchise, “built a global football community of more than 150 million across multiple platforms – a community that EA SPORTS FC will now continue to grow alongside partners who share a common goal of a fan-first future of football. Built on a foundation of inclusivity and innovation.”

The EA Sports FC brand identity is now starting to debut in more than 100 matches across the world’s biggest leagues in the world via partners, including the Premier League, LaLiga, Bundesliga, Serie A, Ligue 1, WSL, NWSL, and Conmebol.

FIFA has promised it will come to market with its own suite of games and promote using its own brand power, but at this stage it looks like it will be in a very poor second place to the overwhelming marketing muscle and video gaming power of EA.

Hundreds of leagues, teams, brands and athletes are now sharing the EA SPORTS FC logo on their platforms.

“This is where the story of EA SPORTS FC begins. We’re building on 30 years of leadership and history creating experiences that bring the global football community together, and continuing to take it into a fan-first future,” said Nick Wlodyka, SVP & GM, EA SPORTS FC.

“EA SPORTS FC will be a symbol for the sport, a symbol of innovation and change, and we’re energized to show our fans more about the future in July.”

As power plays go, EA have pushed all the buttons on this one.

Richard Masters, Premier League Chief Executive, said: “Through our long-standing partnership with EA SPORTS, we are able to bring fans around the world closer to the Premier League and we recognise the importance of the next generation in growing the future of football. We look forward to the relationship evolving through the launch of EA SPORTS FC, whether that’s bringing in developments in the ePremier League, opening new football pitches to benefit communities in the UK, or providing fans with exciting in-game experiences.”

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