(almost) All things Madden (by request)

A source close to the negotiations said it was at a spring 2004 off-site meeting attended by top NFL officials that the league determined it would take the league license exclusive. GameSpot was told the league put the license up for bid and that EA was among as many as five software publishers competing for it.
http://www.gamespot.com/news/2004/12/13/news_6114977.html

Blame the NFL not EA, they just out bid everyone.It was the NFL who wanted to sell the rights ...