There has been an introductory offer in place for a while.
The UK price hasn't changed for either a new player 90 000 funds for £29.99 or a player purchasing for subsequent times 50 000 funds for £29.99
International currency fluctuations mean that the 'value' of these when compared to other currencies does change - for example today the 'value' of £29.99 is US $ 37.64 and US $ 40.99 is UK £32.66
They are comparable but not precisely the same. If I did the same comparison in 3 weeks time then I'd expect them to be different values for the same 'price'.
EA (who collect real cash) are based in the US so I'd expect the US price to be what they wish to get but they don't change the rates frequently to reflect the currency fluctuations.