POPULAR VIDEO GAME franchise Fifa will be rebranded as EA Sports FC after its publisher Electronic Arts failed to reach an agreement with soccer’s global governing body. 

After Fifa 23 is released in Autumn, the relationship between EA and Fifa that started in 1993 will come to an end.

Fifa was one of the most profitable brands in gaming history, but after months of tense negotiations between both organisations they failed to reach an agreement to extend the partnership. 

In October the company said it was considering a name change. The cost of the game’s licence is among the sticking points. 

EA plan on revealing more information about EA Sports FC in July 2023.

“We’re thankful for our many years of great partnership with Fifa,” said EA chief executive Andrew Wilson.

“The future of global football is very bright, and fandom around the world has never been stronger.  We have an incredible opportunity to put EA Sports FC at the heart of the sport, and to bring even more innovative and authentic experiences to the growing football audience.”

Fifa say they will work with third-party studios and publishers to create new games in the franchise beyond 2023.

Fifa President Gianni Infantino said: “I can assure you that the only authentic, real game that has the Fifa name will be the best one available for gamers and football fans. The Fifa name is the only global, original title. Fifa 23, Fifa 24, Fifa 25 and Fifa 26, and so on – the constant is the Fifa name and it will remain forever and remain the best.”

“The interactive gaming and esports sector is on a path of unrivalled growth and diversification. Fifa’s strategy is to ensure we can make the most of all future options and ensure a wide range of products and opportunities for gamers, fans, member associations and partners.”