EA and FIFA’s 30-year videogame union in danger in battle over identify

Zlatan Ibrahimovic of AC Milan reacts in front of an EA Sports <em>FIFA 21</em> video game billboard advertising during the Series A football match between AC Milan and Torino FC in 2021.

Enlarge / Zlatan Ibrahimovic of AC Milan reacts in entrance of an EA Sports activities FIFA 21 online game billboard promoting through the Collection A soccer match between AC Milan and Torino FC in 2021. (credit score: Nicolò Campo | LightRocket | Getty Photos)

For thousands and thousands of soccer followers, “FIFA” refers to not the game’s worldwide governing physique, however to their favourite online game.

The connection was fashioned 30 years in the past, when California-based Digital Arts licensed the identify of Zurich-headquartered FIFA. The sport is now performed by 100 million individuals worldwide, has grow to be a multibillion-dollar enterprise, and is a cultural phenomenon.

Regardless of the lengthy and worthwhile affiliation, the 2 sides are in a bitter dispute over the worth of the FIFA identify. “We aren’t sure that we’ll transfer ahead with FIFA as a naming rights companion,” David Jackson, a senior government who runs EA’s soccer model, instructed the Monetary Instances.

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