Coca-Cola Announces Branded Content First within EA SPORTS FIFA 18

Coca-Cola Signs Alex Hunter as Brand’s First Virtual Athlete

ATLANTA–(BUSINESS WIRE)–Ahead of next summer’s 2018 FIFA World Cup, The Coca-Cola Company has
released its first ever in-game advertising spot for use on external
marketing platforms.

The advert,
which features EA SPORTS™ FIFA 18 virtual athlete Alex Hunter is
a nod to the brand’s classic 1979 “Mean Joe,” television spot, in which
an American Football star is given a bottle of Coca-Cola from a fan
after a tough game.

The story behind the fully computer-generated ad spot is told within
“The Journey: Hunter Returns” mode for the PlayStation 4, Xbox and PC
versions of EA SPORTS FIFA 18 which allows players to experience
life as emerging soccer star, Alex Hunter. As part of the game’s story,
Coca-Cola signs the rising player to become its ambassador to launch the
new Coca-Cola Zero Sugar.

The unique collaboration with EA SPORTS FIFA 18’s Alex Hunter
will extend beyond the game through specialized packaging and retail
partnerships within the US and globally. The ad spot will be shared on
social channels and displayed on marquee out of home sites including the
recently installed Coca-Cola Times Square sign, the world’s first 3D
robotic sign.

“This is an exciting brand innovation,” said Matt Wolf, Vice President
of Entertainment, Ventures & Strategic Alliances at The Coca-Cola
Company. “Signing Alex Hunter puts Coca-Cola at the intersection of
gaming and brand marketing within the most popular franchise sports game
in the world.”

“It’s great to be a part of this truly unique collaboration, the first
of its kind,” said Dave Madden, Head of Global Brand Partnerships for
EA. “This in-game Coca-Cola endorsement gives our fans a taste of life
as a renowned football star and the opportunities that come along with

EA SPORTS FIFA 18 will be available for purchase on
September 29, 2017.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world’s largest total beverage
company, offering over 500 brands to people in more than 200 countries.
Of our 21 billion-dollar brands, 19 are available in lower- and no-sugar
options to help people everywhere more easily control added sugar. In
addition to our namesake Coca-Cola drinks, some of our household names
around the world include: AdeS soy-based beverages, Ayataka green tea,
Dasani waters, Del Valle juices and nectars, Fanta, Georgia coffee, Gold
Peak teas and coffees, Honest Tea, Minute Maid juices, Powerade sports
drinks, Simply juices, smartwater, Sprite, vitaminwater, and Zico
coconut water. At Coca-Cola, we’re serious about making positive
contributions to our world. That starts with reducing sugar in our
drinks and bringing new and different drinks to people everywhere. It
also means continuously working to reduce our environmental impact,
creating rewarding careers for our associates, and bringing economic
opportunity wherever we operate. In fact, together with our bottling
partners, we employ more than 700,000 people around the world. For more
information, visit our digital magazine Coca-Cola Journey at
and follow The Coca-Cola Company on Twitter,
and LinkedIn.

About Electronic Arts

Electronic Arts (NASDAQ: EA) is a global leader in digital interactive
entertainment. The Company delivers games, content and online services
for Internet-connected consoles, personal computers, mobile phones and
tablets. EA has more than 300 million registered players around the

In fiscal year 2017, EA posted GAAP net revenue of $4.8 billion.
Headquartered in Redwood City, California, EA is recognized for a
portfolio of critically acclaimed, high-quality blockbuster brands such
as The Sims™, Madden NFL, EA SPORTS™ FIFA, Battlefield™, Star Wars
Battlefront™, Need for Speed™, Dragon Age™ and Plants vs. Zombies™. More
information about EA is available at

EA SPORTS, The Sims, Dragon Age, Plants vs. Zombies, Battlefield and
Battlefield 4 are trademarks of Electronic Arts Inc. and its
subsidiaries. John Madden, NFL and FIFA are the property of their
respective owners and used with permission.


The Coca-Cola Company
Kate Hartman,