Probably because Mexico and Europe are football crazy and MS has some deal with EA to get it in the hands of as many people as possible. EA is fine with it being a freebie because they're hoping people get addicted to Ultimate Team and buy pack after pack
after pack that will greatly exceed the $60 retail value of the game.
EA had to agree to this. Microsoft just didn't do this without a deal in place with EA. EA wants all of Europe and Mexico to join in on their biggest cash cow and buy some freaking FIFA points and packs.
Microsoft outsold Sony in the Us and they believe they can do it again with the new console. Outside of the US, Sony dominated so this time around Microsoft is focusing on gaining ground in the foreign market to get early adopters while Sony is focusing
on the US.