For millions of football fans, “Fifa” refers not to the sport’s international governing body, but to their favourite video game.
The connection was formed 30 years ago, when California-based Electronic Arts licensed the name of Zurich-headquartered Fifa. The game is now played by 100m people worldwide, has become a multibillion-dollar business and is a cultural phenomenon.
Despite the long and profitable association, the two sides are in a bitter dispute over the value of the Fifa name. “We are not certain that we will move forward with Fifa as a naming rights partner,” David Jackson, a senior executive who runs EA’s football brand, told the Financial Times.
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