Coca-Cola Signs Endorsement Deal with FIFA 18's Alex Hunter

For the first time ever, Coke has signed an endorsement deal with an virtual athlete as Alex Hunter from FIFA 18 has inked a sponsorship deal with the brand.

Alex Hunter is a creation of Electronic Arts for its FIFA soccer video game. Hunter first appeared in the virtual scene in FIFA 17 in the "The Journey", a cinematic mode that allows game players to experience and influence how the fictional star navigates the competitive soccer circuit, like earning a contract with an English Premier League team. EA brought Hunter back for FIFA 18 with a storyline about a comeback in Major League Soccer.

Coca-Cola Signs Deal With FIFA's Alex Hunter

Coke enters the narrative of Alex Hunter in FIFA 18 when he signs an endorsement deal with the brand. Players of the video game go behind the scenes for the filming of the spot, which is based on Coke's iconic "Mean Joe Greene" ad.

Its the first time in Coke's long history that "we've ever signed a virtual athlete," said Matt Wolf, Coca-Cola Co.'s VP for entertainment, ventures and strategic alliances. Hunter represents "the core of our DNA," Wolf says. "He is the democratization of football stars. Everybody that plays 'The Journey' really falls in love with Alex and embodies themselves into his persona."

Coke plans to place the video in social media using paid ad support and show it on Coke's Times Square billboard. Hunter is also featuring Hunter on some Coke packaging in real life. Coke declined to disclose financial terms of the deal with EA.

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