‘Glory or Nothing’: How EA Sports Is Carving Out a New Brand in Post-FIFA Evolution

The key to its new identity was a shape that is woven into the fabric of soccer

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It’s a new era for generations of soccer and gaming fans. Last year, publisher EA Sports split with FIFA, soccer’s global governing body, ending a three-decade licensing deal. The breakup means that one of the most popular and enduring gaming franchises can no longer call itself FIFA and has been renamed to EA Sports FC as of this year.  

For EA, this presents a significant marketing challenge—for while the title FIFA is ubiquitous, players may be less familiar with the publisher’s name.



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