Exclusivity Deals
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In 2002, EA purchased the license to NASCAR for six years, ending competition from Papyrus and Infogrames.
On December 13, 2004, EA Sports signed an exclusive deal with the National Football League (NFL) and its Players' Union for five years. On February 12, 2008, EA Sports announced the extension of its exclusive deal until the 2012 NFL season.
Less than a month after the NFL Exclusive deal, EA Sports signed a four-year exclusive deal with the Arena Football League (AFL).
On April 11, 2005, the National Collegiate Athletic Association (NCAA) and EA Sports signed a deal to grant EA Sports the sole rights to produce college football games for six years.
EA lost the rights for Major League Baseball (MLB) games to 2K Sports in 2005, ending EA's MVP series; however, EA made NCAA Baseball games in 2006 and 2007 after losing the MLB license. In January 2008, EA Sports decided not to renew their NCAA College Baseball license while they evaluate the status of their MVP game engine.
In 2005, EA Sports and ESPN signed a massive 15-year deal for ESPN to be integrated into EA Sports video games. EA's use of the ESPN license has steadily increased over the early life of the deal. EA's early usage of the ESPN license began with ESPN Radio and a sports ticker in titles like Madden NFL, NBA Live, Tiger Woods PGA Tour, and NCAA Baseball and Football. The ESPN integration now includes streaming podcasts, text articles (including content only available previously to ESPN Insider subscribers), and ESPN Motion video (including such programs as Pardon the Interruption).
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