The NCAA announced Wednesday that it won't renew its contract with videogame maker EA Sports—the most tangible effect so far of an antitrust lawsuit filed against the association.

The NCAA had licensed its name and logo to EA Sports for use in the company's NCAA Football videogame, but when the latest contract between the two sides expires in June 2014, college sports' governing body won't pursue a new agreement. The announcement came Wednesday to allow EA Sports sufficient notice for planning, the NCAA said.

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