I had this problem today.
I have WinXP and a GeForce FX 5600XT card.
I was LITERALLY playing the game fine earlier, then couldn't get it to run a few hours later. Obviously something changed sometime today...
I updated my video card drivers from the Nvidia website and now it runs just fine. I got the 56.72 update.
*shrugs*
I've always had problems with EA Sports games. They just tend to be frustrating to run sometimes. The only one I never had trouble with was NHL '96, but I haven't played that one in years.
NBA Live 95, 96, 2000, NHL 2001, and NHL 2004 have all given me such trouble.
But now that this one runs again.... It's all good.
Update your drivers if you haven't.