The FIFA series might be one of the most popular and recognisable game franchises of all time, thanks to its high profile partnership with the official FIFA brand and major popularity of the sport. However, it seems like EA might be rebranding their game series next year and branch away from the FIFA name.
In a recent blog post following the launch of FIFA 22, Cam Weber, the EA SPORTS Group General Manager, said: “As we look ahead, we’re also exploring the idea of renaming our global EA SPORTS football 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 football world.”
The rebranding also makes a lot of sense, as even though the FIFA brand is literally the name of the game series, the games also include partnerships with other leagues and organizations in the football world. Plus, EA has arguably done more for FIFA than FIFA has done for itself, calling into question whether EA should even be paying the licensing fee for the brand name.
Perhaps most interestingly, EA is looking into expanding more on the grassroots side of football, as well as “accelerating the elevation of the women’s game,” which is undoubtedly in need of more representation in football games. So far, the rebranding makes a whole lot of sense for EA.
There is the drawback of any rebrand though, as the FIFA name is so iconic now that changing it to something else might confuse a lot of casual fans who don’t necessarily follow this kind of news and just want to play the new FIFA game. Then again, it might be so popular that fans would catch on anyway no matter what.
Hopefully it will also cause EA to rethink their PC strategy for FIFA, as the last few titles disappointed a lot of fans when it was revealed the PC version was based on the last-gen console version in order to not alienate any players on low-end systems. A rebranding is unlikely to result in that though, but one can dream.
What do you think? Would a rebrand of the FIFA franchise be good? How do you feel about more representation for grassroots and women’s football? And how have you found the FIFA series recently in general? Is it in need of a shakeup? Let us know your thoughts!