I would even go as far and say that the EA purchase (price aside) is one that kind of makes sense compared to some other projects like the line or the absurd sums they are paying to individual athletes.

With all their sports washing and involvement in that area there might be synergies with all the sport game franchises EA has that can be leveraged.

And with them being focused quite a bit on tourism and hosting events having EA also helps on the esports side. Buying the publisher is basically buying the sports federation. Usually they can just bribe those, not straight up buy them outright.