Pretty amazingly well actually. EA claim that the game is the fastest selling sports game of "all time"; selling 1.7 million copies in its first week. EA also went on to describe the game as their biggest "European launch in history".
The high sales figures can probably be attributed to the success of Fifa 09, which gradually converted Pro Evolution Soccer fans over the past year. With Fifa 10 looking every bit as good as Fifa 09, we can only imagine what the future holds for Fifa 11.