Sorry for the long post.....
In real life I follow NFL and NCAA football, NHL, and soccer. I also play all four of these video games each year as well.
3-4 years ago Fifa was a joke. Konami's Pro Evolution soccer was the king of soccer. EA Canada started over from scratch and the gameplay has improved by leaps and bounds the past few years. Fifa 09 has a few bugs that prevent it from being perfect, but the gameplay is amazing.
As far as the NHL goes, EA and 2K were pretty much neck and neck until 08. EA Canada made huge stride in 08 and that game was better than 2K's and then in 2009 EA's game made even more gameplay improvements and is now vastly superior to NHL2K.
Both NHL and Fifa got better because the EA Canada development teams zeroed in on gameplay. There is very little fluff in those two games. When I read the EA Canada blogs for the 2010 versions of NHL and Fifa I am pumped about all the gameplay improvements they have in store for this year. I have yet to read about a corny new feature (unlike NCAA).
These two franchises got better because they knew they had to stay one step ahead of the competition.
On the other hand, EA's football titles have been so stagnate this generation because they have no competition. (Disclaimer: I think Madden 10 looks significantly better than 09; only time will tell if that is true.)
Instead of improving gameplay and adding all the features that we had in the last generation of consoles, Tiburon focuses on non-gameplay stuff like Mascot games or Season Showdown. The football games have added gimmicks. For the most part NCAA 07 (next gen) plays the same as NCAA 09. There have not been any groundbreaking gameplay enhancements.
But if you play NHL 07 and then NHL 09 you will be amazed at how much the new control setup and physics system improved the game.
Right now NHL and Fifa are light years beyond where they were last gen. On the other hand, many people believe that the gameplay was better on NCAA for the PS2/Xbox than it is now on the 360/PS3. Additionally, Tiburon still has not given us all the last gen features after FOUR next gen version of NCAA.
I think the world of EA Canada but I believe that Tiburon has become waaaaay too complacent.