EA had been thinking of spending the cash to become exclusive distributor for a while now. They have had competitors for a while, but most have fallen by the wayside. The reduced price point of 2k5 spurred them into action.
No strong competition for a while and I believe the NFL started the procedings for the bids (it was open bidding) spurred by success with DirecTV and Sirius. $300 Million is a lot to spend if you aren't worried about your future. OK it's a lot to spend period.
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