Both studios had been extensively behind several sports simulation games, branded through ESPN, and typically released updated versions each year, using a 2K brand to differentiate versions (such as ESPN NFL 2K5). In 2004, Take-Two had struck a deal with Sega to help publish these titles. Just prior to Take-Two's acquisition, Electronic Arts announced it had secured the exclusive rights to create video games based on the National Football League (NFL) and a fifteen-year branding deal with ESPN, effectively killing Visual Concepts' own NFL title and devaluing their others games.