Damn, that sucks.
I find it astounding that it isn't to be honest, especially as it goes against the whole point of capitalism, competition and commerce.
If also hope that EAs practices involving other sports games, such as FIFA would be monitored or challenged. I read that EA have bought up exclusive stadium rights to strangle out competition in that regard.
I find it hard to believe that this is legal or unchallengeable although my knowledge of law and all that jazz is pretty non existent lol