Recent statements of journalist-insider Jeff Grubb sound like an announcement of upcoming FIFA rebranding. In his show, he talked about developers' intentions to change the name of the soccer franchise.
The changes require much paperwork between EA and the football governing body. At first, Jeff Grubb saw the trademark for the game and considered it to be an online mode, but after asking, he got to know- it was a name.
Perhaps this year, we will see the typical game FIFA 23, as there is still a valid naming license up to Qatar World Cup. But it seems to be the last time to use this name.
The first hints appeared in October last year after requisitioning EA to the UK and European Union regarding rebranding for 'EA Sports FC.'
Video Game Chronicle states EA's intentions to include tournaments for men and women in the FIFA World Cup this year.
The CEO of EA, Andrew Wilson, declared that the company could even benefit from breaking licensing agreements with FIFA. He considers an existing license a barrier to expanding the game's digital ecosystem.
The parties [EA&FIFA] did not reach an agreement in negotiations because FIFA wanted to redouble license payments up to $2.5 billion during the next ten years.
So, rebranding seems to happen despite numerous rumors around it.