UP201: EA Sports, FIFA and women

For people under 30, FIFA is a computer game not a governing body. That’s become almost a cliche of sports marketing, and like all cliches, there might be some truth in it. 

Which is why the noises recently coming from EA Sports, the company which makes the game, are so interesting. 

There’s talk of a split between the governing body which licenses its name for around $150million a year and the company that is said to have turned that license in to $20billion over the past two decades. 

Our guest today is David Jackson, the Everton supporting former Barclays marketer who is in charge of the FIFA brand for EA Sports. 

We obviously talk about the current licensing story and much more besides, including the marketing potential of women players as cover stars of the FIFA game.  

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