EA SPORTS Active signs David Beckham as brand ambassador

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In what has to be one of the highest profile celebrtity endorsements in the history of video games, EA SPORTS has announced the signing of David Beckham as brand ambassador for EA SPORTS Active 2.

David Beckham joins EA SPORTS Active family
David Beckham joins EA SPORTS Active family

Photo: EA Sports

The commercial tie-up will involve the soccer superstar acting as the franchise spokesperson and participating in advertising and retail materials across Europe and Australia

"EA SPORTS Active is impressive and includes many elements that I have seen throughout my football career," Beckham said.

"I’m excited to collaborate with EA SPORTS who have a great track record in developing authentic and credible sports products and games over the years."

Jens Uwe Intat, senior vice president and general manager of European publishing at EA, added: "David has always worked hard to stay in excellent shape and has inspired people around the world to make fitness a priority.

"We’re excited about this collaboration with David as the high value he places on fitness makes him a perfect fit for EA SPORTS Active 2. We are looking forward to working with him to motivate people everywhere to get active."

EA SPORTS Active 2 focuses on improving muscular strength, endurance and flexibility, as well as improving cardio.

This interactive fitness game features a Total Body Tracking system which, when combined with the heart rate monitor and motion tracking data, delivers accurate and measureable results.

EA’s first EA SPORTS Active game sold millions of units, and with Beckham’s participation, it’s clear that EA is stepping up its marketing push for the second game.

EA SPORTS Active 2 will be available on Xbox 360, PlayStation 3, Nintendo Wii, iPhone and iPod Touch in Europe and Australia on November 19.

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