Back in 1996, FIFA put all of their licenses up for bid. This included all player name licenses, club licenses, as well as all of the other sponsorship licenses. Of course EA with their goldmine that they had, payed hundreds of thousands of dollars to procure these licenses. There was no other company at the time that had the money to pay for them. It's a ten year license, so the FIFA name will go back up for bid in 2006. Before then, other companies can only buy parts of the full FIFPro (player name) license. Unfortunately for some reason, FIFA doesn't feel like capitalizing on their success like all of the American leagues here do (NFL, NBA, NHL, etc.) by offering multiple licenses to different game developers. Also, just with the massive amount of money that EA has, I don't ever see them as being unable to pay for all of these licenses, probably meaning that the FIFA games will see full licenses past 2006.