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Electronic Arts has had firm control over FC 25 Coins football brand for a very long time. The first FC game was released in 1993. titled FC International Soccer, and was published by EA Sports. In the over 25 years since, EA has kept the FC license locked down, and in the process has made the best-selling sports video game franchise of all time. All empires come to an end, however, and the FC franchise is facing a reckoning. A new statement from FC itself makes it clear that the exclusivity for EA is likely coming to an end.
In recent weeks, EA has made it publically known that its negotiations for continued exclusivity of the FC brand are not going well. FC reportedly asked for over $1 billion across four years for exclusive access to the FC brand, said to be more than twice the current $150 million-per-year deal. With EA and FC 's 10-year deal ending after 2022's World Cup in Qatar, a decision on the new deal needs to come soon, but if anything the two parties seem further apart than ever.
Capturing the state of current negotiations, FC issued a public statement declaring its intent to "widen" its portfolio of video games and esports efforts. FC labeled itself as "bullish" regarding these FC 25 Ultimate Teamure prospects, implying it's already aggressively moving forward with its plans. If that wasn't stated clearly enough, FC adds that it's "clear that this needs to be a space that is occupied by more than one party controlling all rights." In other words, FC wants to end the exclusivity of its branding.
As for what that means for EA's FC franchise, the impact likely isn't as severe as some fans may fear. The most dramatic change that would go through if buy Fut 25 Coins and EA don't agree on a new deal would be the name of the series itself. It would no longer be EA's FC, but instead something new. One possible alternative name being floated by EA is EA Sports FC. As for player names and likenesses, EA has already made a long-term deal with FIFPro, which handles licensing for over 65.000 football players worldwide.