@Mephiles. I find it very hard to believe you've never played World Series Baseball, NFL 2K or the fact that Daytona USA is well known to BE licensed under the "SEGA SPORTS" brand. If you've never played Daytona USA in your entire life,that means your a post-Dreamcast fan.
@Logic. Well I agree with with you that EA renewing the NFL exclusive license a second time. Considering that it was renewed in 2008, its not out of relm of posssiblity. They have until October 31 to do it. If they don't, it will allow other NFL franchises to resurface. Its it possible. SEGA & EA have much better relations now than in the past. EA does let SEGA license & publish their IPs in Japan.
With the renewal of the "SEGASPORTS" brand, I suspect 3 things: SEGA has been anxious to release the RINGWIDE arcade game "Sega Classic Racing" as DLC for 2 years. Although they sold off their "2K Sports" series & "Visual Concepts" developer in 2005, SEGA has been planning to set up shop in North America for its popular European "Sports Manager" franchise since 2010. I suspect that a "Sports Manager USA" trademark will pop up soon.
SEGA SPORTS is a mostly first party brand. Although the logo did appear briefly in 2002 on PS2 & Xbox, it is SEGA hardware brand that they have always have & still are very proud of this brand.
This renewal along with the 2009 renewal of the "Sega Enterprises" hardware brand is further proof that in addition to the KP/dc Pad game tablet that options for home consumer hardware are DEFINTELY on the table.