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.
The only group losing here are us, the customers, from these gambling lootbox driven publishers. 2K is even more aggressive than EA, btw. Check their NBA 2K games recently and their gambling offerings.
Not much different from Fifa FUT, but even more egregious here with the gambling. Expect a lot of parents and their CC's getting charged in the $1000's if this deal goes through.