David Beckham becomes spokesman for EA SPORTS ACTIVE 2

20 Aug, 2010

David Beckham’s future on the England team may be in jeopardy, but it doesn’t mean he doesn’t lack advertising significance. EA have now announced that the football star is now the spokesman for EA Sports Active 2 in Europe and Australia, which means that he will be appearing in advertisements for the product, as well as instore material which promotes the product. However, Beckham won’t be appearing in the game itself, which would have been interesting I guess, but as I’m not really a football fan this wouldn’t have been a sales point for me. Beckham has been chosen because of his image as someone who prioritising fitness, therefore making him a good spokesman for the product. Bet he would never use this game unless he was being paid for it though!

“EA SPORTS Active is impressive and includes many elements that I have seen throughout my football career,” says David Beckham. “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.”

Would any celebrity make you more likely to by a game? Do you think Beckham’s involvement with this product will make you more likely to purchase?

DAVID BECKHAM NAMED BRAND AMBASSADOR FOR EA SPORTS ACTIVE 2
Global Icon to Endorse New Interactive Fitness Program in Europe and Australia

GUILDFORD, UK – August 17, 2010 – Today, EA SPORTSTM, a label of Electronic Arts Inc. (NASDAQ: ERTS), announced the signing of global football superstar David Beckham as brand ambassador for EA SPORTS Active 2, an innovative line of interactive fitness products that feature personalized, customizable workouts. Beckham will act as the franchise spokesperson and will be featured in advertising and retail material across Europe and Australia.. EA SPORTS Active 2 focuses on improving muscular strength, endurance and flexibility, as well as improving cardio; it will combine a heart rate monitor and motion tracking data to deliver a fitness experience that achieves authentic, measurable results. EA SPORTS Active 2 available on KinectTM for Xbox 360® video game and entertainment system from Microsoft, PlayStation®3, WiiTM, iPhone® and iPod touch® in Europe and Australia on November 19.

“David has always worked hard to stay in excellent shape and has inspired people around the world to make fitness a priority,” says Jens Uwe Intat, Senior Vice President & GM of European Publishing, EA. “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 is impressive and includes many elements that I have seen throughout my football career,” says David Beckham. “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.”

EA SPORTS Active 2 will ship with the Total Body Tracking system that combines a heart rate monitor and motion tracking data to ensure a workout with accurate tracking and measurable results. Using heart rate data that is displayed on-screen throughout the workout, users will be able to capture the intensity of their workout, allowing them to optimize their performance and reach their fitness goals quicker. Additionally, users will now also be able to track both their workout and heart rate data on the new EA SPORTS Active 2 online* hub; allowing users to track their progress over time and stay motivated. Motion tracking data will provide complete freedom of motion for a deeper workout experience. EA SPORTS Active 2 will make working out simple, effective and will go with you wherever you are.

EA SPORTS Active is currently the number one rated interactive fitness program for the Wii on the market**. EA SPORTS Active 2 is in development at EA Canada in Vancouver and is rated “E” by the ESRB, “0” by USK and “3” by PEGI, it has an MRSP of €99, £79 and $149 AUD. For more information please visit www.easportsactive.com. Media can find photos of the product mentioned here at http://www.electronicarts.co.uk/press.

EA SPORTSTM is one of the leading sports entertainment brands in the world, with top-selling videogame franchises, award-winning interactive technology, global videogame competitions and breakthrough digital experiences. EA SPORTS delivers experiences that ignite the emotions of sport through industry-leading sports simulation videogames, including Madden NFL football, FIFA Soccer, NHL® hockey, NBA ELITE basketball, NCAA® Football and NCAA Basketball, Fight Night boxing, EA SPORTS MMA and Tiger Woods PGA TOUR® golf, and EA SPORTS Active.

For more information about EA SPORTS, including news, video, blogs, forums and game apps, please visit www.easports.com to connect, share and compete.

* Internet connection and EA account required

** According to Metacritic.com, August, 2010