Electronic Arts gets rid of the fictitious Piemonte Calcio and returns to business with Juventus: with FIFA 23 the licensing agreement ends with a bang
Dal 2019, Juventus signed an exclusivity agreement with Konami for eFootball PES 2020, but surprisingly EA Sports has re-established relations with the team for FIFA 23. The previous partnership has failed, and in fact in the previous episodes (20, 21, 22) instead of the Old Lady we have seen a more legally secure “Piedmont Football“. This therefore means that the team, complete with Allianz Stadium Turin, will make his triumphal return to the fields of EA Sports. We can finally go back to saying “It’s in the game”, once in a while, and clearly there is no lack of enthusiasm for both parties involved.
Juventus returns to the field with FIFA 23
According to Electronic Arts, the agreement with Juventus is “an exclusive multi-year partnership” that will extend well beyond FIFA 23. The former player Claudio Marchisio will be added to the game as a FUT Hero, while the current one Dusan Vlahovic will act as an “ambassador” for the game. It is not yet known what this means for Konami’s eFootball, since the Piedmontese team is currently one of the main partners. Since the football response of the Japanese publisher is now a free-to-play title, Electronic Arts may no longer have as much literal exclusivity in its hands as in the past.
“We are thrilled to reaffirm our commitment to Italian football with this exclusive partnership,” said the vice president of the brand on behalf of EA David Jackson. “This phenomenal team means a lot to us and the fans, and will allow EA Sports to continue to give us the most authentic and inclusive football experience ever.” Talking about “always”, however, leaves some time it finds, as FIFA 23 is the last title to boast a football license. In May, Electronic Arts announced EA Sports FC Seriesand on the same day the president of FIFA Gianni Infantino has revealed that it wants to launch a rival game with the license. Infantino spoke of a vital role for licensing in terms of credibility, implying a very bitter divorce.
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