Alex Hunter, the fictional soccer player whom players of the soon-to-be released FIFA 18 can role play as in the game’s career/story mode, has been signed to an endorsement deal that will pay EA Sports real money.
It’s not uncommon for Twitter accounts to be made for fictional people, like Alex Hunter of FIFA 18. It’s not uncommon for brands to pay the manufacturers of popular video games to have their products inserted into the games. What is uncommon, however, is for a fake athlete to be used as a spokesperson for a real product.
According to a report on Front Office Sports, Hunter has become soda giant Coca-Cola’s first-ever virtual spokesperson. The report states that Hunter will be part of Coca-Cola’s new campaign to launch a new “zero sugar” product.
The deal breaks new ground in other ways, as Hunter will also be part of Coca-Cola’s first-ever in-game commercial which will be utilized outside of the console and PC game. The spot will appear on Coca-Cola’s revolutionary 3D robotic sign in Times Square in New York City, along with other sites. FIFA 18 branding including a likeness of Hunter will appear on Coca-Cola cans as well.
Hunter is the title character of FIFA 18‘s career/story mode, “The Journey: Hunter Returns.” Through that mode, gamers can experience the demands and consequences of making choices while emerging as a star in FIFA’s ranks. As Hunter isn’t a real person, the endorsement checks will be collected by EA in his stead.
Most major sports-related video game titles for the year have already been released, with FIFA 18 representing the caboose of that train. It’s worth speculating whether gamers will see more of these deals when the next round of releases happen, however. EA also manufactures popular titles like Madden NFL, NBA Live and NHL. All three of those titles have career/story modes, as do San Diego Studios’ MLB The Show and 2k’s NBA 2k, so integrating similar sponsorship deals in those titles for the virtual athletes would simply be a matter of finding a brand to pay up.
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As FIFA 17 sold over 21 million copies worldwide, it was the easiest sell to a global brand like Coca-Cola. EA’s other popular sports titles, including the fake athletes contained therein, may be the next properties to bring EA some very real money.