Said this in detail over in the Advanced Media Network (advancedmn.com) forums so I'll get a bit shorter.
Potential lawsuit. Basically the Sherman Anti-Trust Act could be used against EA at this point *IF* the gov't wanted to step in on Sega's behalf(since they can't afford to take on EA.) The act says that in creating an environment where competition is stifled to near or complete monopoly status is illegal and the gov't at that rate when proven in court can step in and kick some ass. EA taking up the NFL until 2010 means they got the only football license, but then by taking down ESPN until 2015(10yr contract) they've specifically targeted Sega and TakeTwo by taking their namesake license away which could at some level still been used to make non-NFL/AFL licensed games. At this rate it's easily proven they were losing sales at an increasing rate due to Madden being subpar to the ESPN lineup from Sega/TT so they took the football, then since it was the ESPN name they owned...EA took that as well to finish the job.
We can only hope for a lawsuit to fix this problem as it's already crossed the American legal borders...problem is EA is rich like M$ and probably could buy the damn judges as easily as MS has in those DOJ cases under the same Act. :\
Either way it's illegal and they fucked SEGA/TT nicely, and the consumer even worse.