To compare 2K's contribution to sport games with that of EA's is ludicrous.
First of, the 2K series actually builds on the foundation of the previous year, rather than putting out a thinly veiled roster update in the form of a new game. They actually improve the game, add new features, etc. NFL 2K5 is hardly the game NFL 2K2 was, which cannot be said it's EA Sports counterpart.
Furthermore, 2K charges a bargin bin-esque price of merely 20 dollars for their new iteration of your favorite sports game. Whereas our friends at EA deem fit to charge you a full 40 to 50 dollars for above mentioned roster update.
As far as "exclusive licensing" goes, EA is by far the worst. Don't throw Sony on the fire based on their use of the F1 license and leave out EA. Their misuse of the Exclusive NFL license is well deserving of a similiar if not worse fate. Their own laziness in updating simple things in the Madden franchise has shown the only reason they purchased the exclusive rights for NFL games was not to improve the franchise by making it the official game of the NFL, but by eliminating their competition. There are players that have been in the league for over 3 years that still have a computer generated portrait rather than their official NFLPA portrait, uniforms are not correct, players are not even correct (For proof of this, look no further than the Chiefs kicker, who is left footed in real life, but root footed in the game).