Barcelona star Lionel Messi, who was previously the face of rival soccer videogame maker Konami’s Pro Evolution Soccer franchise, has signed a multi-year endorsement deal with Electronic Arts Inc to front its EA Sports Fifa Soccer franchise.
The deal will see the 24-year-old Argentinian serve as a global ambassador for EA Sports and play a central role in its advertising and marketing campaigns both on packaging and through social media.
In a release, Electronic Arts called the acquisition “the biggest transfer deal this season.”
"Our Fifa franchise is the number one selling sports videogame franchise in the world, and Lionel Messi is the number one player in the world, so this agreement is a true partnership of superstars," said Matt Bilbey, vice president of soccer, EA Sports.
"With Messi on our team we have the world's best and most exciting player to help EA Sports maintain its global leadership in the years ahead.”
"I want to be part of the team behind the best sports game in the world and be associated with the great EA Sports name. EA Sports is a brand that shares my values of creativity, excellence and social responsibility."