Aningan: I always had the feeling it was the other way around. Short licenses
because they are making a new game every year. Buying "long term" or "bulk" should be cheaper than re-purchasing every year or so.
For athletes, especially footballers this is virtually impossible. apart from the gazillions of Euro needed for this task, their commercial value is very fluctuating. A 35 year old footballer would probably be willing to make a long term deal, but for everybody younger than 30 such a deal would be dangerous at best.
What makes the whole matter worse is that nowadays individual players want to sell their likenesses individually. EA can staff a lot of lawyers full time just to secure those deals. And lawyers of that calibre don't come cheap (think 400€ the hour for one lawyer).
Personally, I would guess that EA isn't really making that much money of the FIFA franchise, considering how insanely expensive those licensees are. "Original IPs" are much more valuable than those.