Last May, Electronic Arts confirmed that its licensing deal with FIFA would be coming to an end by the summer of 2023. This week it has revealed the new branding for the EA Sport FC franchise, which is set to succeed the soon-to-be discontinued EA + FIFA series. Last year EA announced that it would be bringing its 30-year partnership with FIFA to a close. The computer game publishing giant could not agree on a new licensing deal with the association football/soccer governing body. EA Sports has unveiled the new logo and visual language that will feature atop their new flagship football game. It is widely rumored that FIFA are in the process of creating a new and distinct football games franchise with a yet to be revealed development partner.

The sports division has provided a breakdown of the design process: "The new brand takes its design inspiration from triangles, an ever-present shape in the sport and football culture that represents the game in multiple dimensions. From passing techniques to set-plays to formation design, triangles are a constant in the beautiful game. The shape is also woven into the DNA of EA Sports football experiences - from the isometric viewing angles of EA Sports' first football games and triangular polygons that make up every frame, to the chemistry triangles that exist in Ultimate Team or the iconic player indicator symbol that appears above athletes in every match."Nick Wlodyka, Senior Vice President and General Manager at EA Sports FC proudly opens with the company's mission statement: "This is where the story of EA Sports FC begins. We're building on 30 years of leadership and history creating experiences that bring the global football community together, and continuing to take it into a fan-first future. EA Sports FC will be a symbol for the sport, a symbol of innovation and change, and we're energized to show our fans more about the future in July."

Wlodyka also hinted about a possible full scale reveal for the series, happening this summer: "EA Sports FC will be a symbol for the sport, a symbol of innovation and change, and we're energised to show our fans more about the future in July." The rebooted franchise will continue to be a multi-platform affair, and EA Sports expects to expand the player base by: "connecting hundreds of millions of fans through console, mobile, online and e-sports products." The new branding will be rolled out to real world settings this week - with advertising placements set for matches across the Premier League, WSL, La Liga, Bundesliga, Serie A and Ligue 1."Through our long-standing partnership with EA SPORTS, we are able to bring fans around the world closer to the Premier League and we recognise the importance of the next generation in growing the future of football. We look forward to the relationship evolving through the launch of EA SPORTS FC, whether that's bringing in developments in the Premier League, opening new football pitches to benefit communities in the UK, or providing fans with exciting in-game experiences." stated Richard Masters, the UK Premier League's chief executive.

"Fans around the world can discover and make life-long connections with clubs and players through video games, and it is crucial that top football leagues such as the Bundesliga are utilizing the best platforms to engage with this group of supporters. Our ongoing partnership with EA SPORTS allows us to do exactly this through EA SPORTS FC, and we hope our fans are as excited as we are for the future of football." said Peer Naubert, Chief Marketing Officer, Bundesliga International.

"We pride ourselves on driving innovation in football, and our partnership with EA SPORTS FC exemplifies that mission." said Javier Tebas, President of La Liga. "EA SPORTS FC will be a hub for positive growth in football, and we will continue striving for new and innovative ways for fans to authentically engage with LaLiga matches."