Yeh it's only for the season.
I do think they'll introduce it again in the next edition and increase it, or maybe even release some DLCs.
But generally I get FIFA just to kill some spare time in the event I have it.
I can't really dedicate loads to it but it's the only time I ever really spend money on games (well, in fact, I think the last game I got that wasn't FIFA was GTA5, so that was what, 3 years ago?)
Will start a career mode though I think. Will probably do one as Everton, and then also a foreign club. I did a Sevilla one on 16 so may go with that again - they're always an enjoyable side to play with. Can challenge for top four in LaLiga easily enough, and make a good run of it in Europe as well.