$ 1 billion

This issue again shows that a brand can have an insanely high value. Some figures: According to the New York Times, FIFA currently gets $125 million per year for the use of its brand name. FIFA wants this amount doubled to $1 billion in four years.

FIFA 22 20

Only name usage

It is good to be aware that all this money is only paid for simply using the FIFA trademark name for the game. All agreements about the use of club and player names and logos are independent of this.

EA Sports FC

Lackustre brand name

And what now? EA has since announced that it is going full steam ahead with the game. With a lacklustre name like EA Sports FC, I wouldn’t say that’s a very strong move. I wonder if they couldn’t have come up with something more catchy?

Bas Kist