August 17, 2010: David Beckham missed the 2010 World Cup and will miss most, if not all, of the Los Angeles Galaxy's MLS season after tearing his left Achilles' tendon this past March while playing for AC Milan. However, Electronic Arts knows about the power of the man who can sell it like Beckham and has signed him as "brand ambassador" for EA Sports Active 2, a line of interactive fitness products that feature personalized, customizable workouts.
According to EA Sports, Beckham will act as the franchise spokesperson and will be featured in advertising and retail material across Europe and Australia. Financial terms were not disclosed.
“David has always worked hard to stay in excellent shape and has inspired people around the world to make fitness a priority,” Jens Uwe Intat, svp and GM of European Publishing for EA, said in a statement. “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.”
A teaser running on the EA Sports Active Web site shows Beckham in an empty stadium exercising and working out to get into game shape. Text offers: "David Beckham. EA Sports Active 2. Now it's your turn." Additional support includes social media sites such as Twitter.
According to the videogame company, 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 will be available on Kinect for Xbox 360, PlayStation3, Wii, iPhone and iPod touch in Europe and Australia on Nov. 19. (MSRP $99.95 in the U.S.)
“EA Sports Active is impressive and includes many elements that I have seen throughout my football career,” said 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.”
Beckham's other endorsement deals include adidas, Coty and GO3.