Honestly, the way FIFA is going most people don't even pay attention to club teams anymore. Everyone plays FUT, and people use custom jerseys usually. FIFA has deteriorated in recent and hasn't been improving game play. It has just been trying to find new ways to extract more money from gamers, and it's obvious. The fact that you can put $100 in the game, and get very little in terms of value is something that EA needs to examine hard.
Also, I think Juventus was pissed RE: EA's treatment of it last year. They buy Ronaldo, and he was slowly de-emphasized throughout the year. For an exclusive partner, Juve probably felt that were being slighted.
Konami has a big opportunity to gain share right now because FIFA has deteriorated, and they're responding properly...by investing. But what they should have done was sell a minority stake in the game to fund more rights acquisitions, and hit FIFA hard.