EA unveils FIFA's new look and warns of marketing blitz for the ages
EA has begun gearing up for the re-branding exercise of the year, as it leaves football's world governing body FIFA in the dust and moves the series on under the brand of EA Sports FC(opens in new tab). A new press release(opens in new tab) and official site(opens in new tab) has the logo, a bunch of marketing bumpf about the glory of football, and the promise of a first detailed look at the retitled series in July.
«Over the coming days, the EA Sports FC brand will debut in more than 100 matches across the biggest leagues in the world,» warns EA. This is going to be the marketing blitz to end all marketing blitzes, and EA's signed up all of the world's major leagues including the Premier League, La Liga, Bundesliga, Serie A, Ligue 1, WSL, NWSL, CONMEBOL and more. In addition to this it's signed up individual teams and players who'll be repping the EA Sports FC life faithfully.
The phrase EA has alighted on for this new era is «a fan-first future.» Not quite sure what that means but it's the kind of lip-service that works in football, for the most part, and also slightly deflects from the endless wheelbarrows of cash being poured into this. The press release includes long quotes from various football suits about how wonderful EA Sports FC is going to be, which I'll spare you, but the masochists can find them here(opens in new tab).
You thought the logo was just a logo? Think again sport. «The new brand takes its design inspiration directly from the beautiful game and a dominant shape in football culture that represents the sport in multiple dimensions, triangles.»
Triangles?!? Not, like, a ball? OK that's funny but EA does have a point, inasmuch as passing triangles are a key part of the game (often considered key to the
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