EA officially parted ways with FIFA last year after CEO Andrew Wilson indicated that he was dissatisfied with the partnership in a leaked internal meeting. Basically, what we get from FIFA in a non-World Cup year is the four letters on the front of the box,  Wilson said at the time.

It all came down to money. According to The New York Times, FIFA was asking for double its $150 million licensing fee to allow Electronic Arts to continue using its name. EA, meanwhile, was starting to question what it was actually getting for that money.

Celton Manx is the operator of the world's leading sports betting brands SBOBET & SBOTOP. We are an ethical business based on trust and strong values, both in our ever-increasing range of online gaming opportunities and our community investment programme.

The Isle of Man-headquartered firm, formerly known as SBOBET, has put pen to paper on the largest commercial deal in the Yorkshire club's 101-year history. The agreement will see the SBOTOP logo feature on the front of Leeds United shirts from the start of the 2024-2024 season, as well as on club training wear.