A year before the World Cup, Coca-Cola has signed a new athlete from FIFA to serve as an ambassador for the brand. The star? Alex Hunter, the centerpiece of EA Sports’ FIFA franchise, a virtual athlete who returns to anchor FIFA 18 as part of “The Journey: Hunter Returns” mode in the upcoming game (out Sept. 29). The game will feature Hunter sign a contract to serve as the brand’s ambassador to launch the new Coca-Cola Zero Sugar with the partnership extending to the real world with specialized packaging and retail partnerships within the US and globally as well as an ad spot that echoes the brand’s famed Mean Joe Green commercial that will be shared on social channels.
“This is an exciting brand innovation,” said Matt Wolf, Vice President of Entertainment, Ventures & Strategic Alliances at The Coca-Cola Company. “Signing Alex Hunter puts Coca-Cola at the intersection of gaming and brand marketing within the most popular franchise sports game in the world.”
“It’s great to be a part of this truly unique collaboration, the first of its kind,” said Dave Madden, Head of Global Brand Partnerships for EA. “This in-game Coca-Cola endorsement gives our fans a taste of life as a renowned football star and the opportunities that come along with it.”
