Unintended business consequences. Electronic Arts, publisher of the massively successful Madden series, signed a deal with the NFL at the end of 2004 giving it exclusive video game rights to use NFL teams and players in its games. Take Two acquired the 2K label from Sega and signed a counter-punch exclusivity agreement with MLB in 2005.
Madden is successful but MLB 2K has been a financial albatross. However, the 2K label has put out some great non-sports games. Bio-Shock was superb, and Civilization V is one of my favorite games of all time.