EA Sports, a division of video game developer Electronic Arts, has extended its licensing partnership with FIFPro, the international soccer players’ union, in a long-term renewal.
The multi-year extension, “supports EA Sports continuing investment in the future of soccer, and further enables the brand to deliver the most authentic experience to over 150 million players globally", both parties have said.
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EA Sports is best known for producing the highly popular ‘FIFA’ soccer title, which is officially licensed by its namesake and features an updated game annually.
FIFPro is one of the EA Sports partners that provide the brand with the ability to use the likeness and image rights of players who sign up as members of the union.
David Jackson, vice-president of brand at EA Sports, said: “One of the most important aspects of an EA Sports experience is the deep immersion created through authentic use of the world’s greatest leagues, teams, and talent … FIFPro will continue to be an important partner as we build the next generation of EA Sports football experiences.”
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Theo Van Seggelen, statutory director of FIFPro holding, added: “We are extremely pleased to extend the long-term relationship with EA Sports, a true partner that’s committed to creating the best interactive experience for soccer fans worldwide.”
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By GlobalDataLast week, it was revealed that EA Sports is considering renaming the FIFA title, and in the process altering its licensing agreement with soccer’s global governing body Fifa.
The game developer’s current licensing deal with Fifa, struck in 2013, is set to expire next year.
In a statement on the EA Sports website, general manager Cam Webber said: “We’re exploring the idea of renaming our global EA Sports soccer 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 soccer world.”
The ‘FIFA’ series was first introduced by California-based EA in 1993, marking the first time a video game developer had struck an agreement with the Switzerland-based governing body, and has never rebranded.
The series has, since then, produced one game per year, with ‘FIFA’ one of the world’s best-selling video game franchises.
