In what seems to be a move for a possible deal with another game maker, the NCAA decided to not renew their contract with publisher Electronic Arts (EA).
Not renewing the contract means EA Sports will not be able to use the logo and NCAA name for their college football video games. NCAA Football 2014, which just released this month, will be the last game in the EA-NCAA football series. The NCAA’s reasoning for not renewing their contract had to do with the costs of maintaining such a relation. “…[G]iven the current business climate and costs of litigation, we determined participating in this game is not in the best interests of the NCAA.”
The NCAA has never licensed the use of current student-athlete names, images or likenesses to EA. The NCAA has no involvement in licenses between EA and former student-athletes.
Though the NCAA has decided against renewing their license, they write that it is up to the colleges and universities to license their trademarks, logos and other intellectual properties. “They will have to independently decide whether to continue those business arrangements in the future.”