Coca Cola pens endorsement deal with Fifa’s Alex Hunter

Soft drink giant signs soccer video game character as brand ambassador.

Coca Cola pens endorsement deal with Fifa’s Alex Hunter

Coca-Cola and EA Sports have announced an ‘endorsement deal’ for Alex Hunter, a fictional virtual soccer player who is the subject of the Fifa soccer video game series’ ‘The Journey’ campaign mode.

The deal, which is the first of its kind for the soft drink giant, will see Hunter depicted as exclusively drinking the company’s Coke Zero brand during the storyline, which tracks the rise of a young soccer player trying to establish himself in England’s Premier League. The character will also star in a Coca-Cola commercial in one of the scenes of the game.

After debuting in the 2017 edition of Fifa, it was announced earlier this year that The Journey would be retained for the 2018 version, which will be released worldwide on 29th September. The deal with Coca-Cola will not be Hunter’s first, after the character served as a brand ambassador for German sportswear giant Adidas in 2017.     

The agreement was signed with Electronic Arts (EA), the company which releases the game annually under the EA Sports label, to celebrate the 20th year of collaboration between the two companies. 

“For us, this reinvents brand content and how we approach advertising,” said Alban Dechelotte, senior entertainment marketing manager for Coca-Cola. “This is a whole new world.”

Matt Wolf, vice president of entertainment, ventures and strategic alliances for Coca-Cola, added: “For Coca-Cola, it’s all about engaging fans across multiple dimensions. It gives another way consumers can appreciate the brand. We think it’s a natural evolution of where content is going.”