EA And UFC To Fight Together
In an altogether surprising twist, EA has announced a multiyear partnership with mixed martial arts mega-promotion UFC. The deal was announced when UFC President Dana White, he who once said that EA is "a joke" and "doesn't give a [expletive] about mixed martial arts," appeared on stage during the publisher's E3 press event to confirm the multi-product deal.
Previous bad blood between White and EA stemmed from the company alleged decision to make a UFC title on the grounds that MMA was not a "real" sport. Now, though, UFC has moved all its publishing rights to the publishing giant, leaving previous home and already-struggling company THQ behind. UFC parent company Zuffa has agreed to pay THQ an undisclosed amount for relinquishing the rights.
THQ CEO Brian Farrell noted that giving up UFC to EA was just one part of a larger strategy of being "more focused" in publishing decisions.
"THQ's more focused strategy moving forward meant that transferring the license to EA made sense to all parties," Farrell said. "We would like to thank UFC for their great support and partnership and wish EA all the best moving forward."
By Jeff Dunn