Last week we reported that EA Games could be looking at rebranding the FIFA franchise in 2022. According to the company, it was exploring the idea of renaming the video game series as it looks to reboot the game. It seems that FIFA could be called ‘EA Sports FC’ in the future as EA Games has filed multiple trademarks in the UK.
According to the UK’s Intellectual Property Office and the European Union Intellectual Property Office, EA filed the trademarks in early October. The company filed two trademarks across both entities on 1 and 4 October. This took place a week before the company announced its plans to reboot the franchise alongside a new name.
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Of course, EA Games renaming FIFA to EA Sports FC does come with legal issues. The rebranding would cut ties with the FIFA organization meaning they will no longer get kickbacks on game sales and licensing. However, it would also mean that EA could look at other leagues, players and stadium agreements outside of the FIFA licensing going forward.
EA says that the move away from FIFA would allow the company to look at over 700+ teams and 300 individual licensed partners.
“Through years of building our global franchise, we also know that authenticity is essential to the experience. That’s why we focus so much energy on the collective strength of over 300 individual licensed partners that give us access to 17,000+ athletes across 700+ teams, in 100 stadiums and over 30 leagues around the world.
We continually invest in the partnerships and licenses that are most meaningful to players, and because of that, our game is the only place you can authentically play in the iconic UEFA Champions League, UEFA Europa League, CONMEBOL Libertadores, Premier League, Bundesliga, and LaLiga Santander, among many others.
The breadth of our partnerships and our ecosystem of licensed content will enable us to continue to bring unrivalled authenticity in our EA Sports football games, now and for many years to come.”
Keep in mind that EA has yet to announce the new official name for the FIFA franchise. Given that the company just recently released FIFA 22, we probably won’t see the rebranding take place until next year.
Source: UK Office
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