they said it was to reel in quality and make for stable products, but it was all about cash. Doubtful that the NFL cares enough to change that stance. They also rather take money from reebok than allow coaches to look better than high school coaches on the sidelines.
The only possible reason the deal could ever hit a snag is if EA tries to lowball the NFL on a renewal, since they're the only company able to put out a relevant NFL licensed game at this point if it opens back up. EA has the cash, so they'll pay for the license agan.