It's obviously a win-win situation for them, deal wise.
The brand is at an all-time low (in video games), so instead of the 4 billion USD that Fifa was paid by EA every four years, they might settle for a couple of billions less for the same deal.
Then get all the club/player licenses like FC24 currently does and then you have a fully fledged Fifa game (insert year number here), the brand that EA had built up for the past 25+ years, now against them. Huge PR move that will net them unit sales equal to EA Sports FC.