Electronic Arts is looking to make their EA Sports Active franchise into a global hit. Thus, the company will be launching its EA Sports Active 2 brand on multiple platforms and it’s being promoted by soccer superstar David Beckham.

We’ll be doing what you’d expect plenty of advertising on TV, online, in print, at retail and outdoor. Our partnership with Beckham means he ll be involved in that, said EA Sports product manager Alice Brandvik. As the spokesperson for us, he’ll be doing some PR for us and will be involved in all the marketing activity. Having someone like Beckham who is at the pinnacle of fitness, with an aspiring figure, is really going to help us broaden the reach for EA Sports Active 2.”

Beckham worked with EA in developing EA Sports Active 2, which comes with 70 different exercises, an in-game personal trainer, a nine-week challenge plan and tracker for workout progress. It will come bundled with a heartrate monitor as well.

It s a triple-A title for us in the run-up to Christmas so we ll have a huge marketing spend around it,” added Brandvik.

Source: MCV