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Tae Kim

Electronic Arts Needed FIFA in 1993. Not Anymore.

The soccer association brand was once a must-have for the video-game maker. But deals with players and teams can now replace the costly partnership.

The EA-FIFA marriage may have run its course. 

The EA-FIFA marriage may have run its course. 

Photographer: Krisztian Bocsi/Bloomberg

Electronic Arts Inc. is considering the unimaginable: dumping the FIFA name from the company’s billion-dollar soccer video-game franchise. Given the excessive demands from the global soccer governing body, ending the partnership might be prudent.

On Wednesday, the New York Times said FIFA was seeking to more than double the current $150 million a year licensing fee it receives from Electronic Arts. The two-party deal that started in 1993 and enabled the game maker to use the FIFA brand on its soccer video-game titles is set to expire next year.