The video game character Alex Hunter will also serve as the beverage brand’s first virtual athlete.

GLOBAL–The Coca-Cola Company has teamed up with EA to release its first-ever in-game advertising spot for use on external marketing platforms via the upcoming video game “EA Sports FIFA 18.”

The story behind the 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 will see players experience life as emerging soccer star Alex Hunter. As part of the game’s story, Coca-Cola signs the rising player to become one of its ambassadors and to launch the new Coca-Cola Zero Sugar.

The collaboration with Hunter will also be expanded beyond the game to include specialized packaging and retail partnerships in the U.S. and globally. The ad spot will also be shared online and displayed on marquee out-of-home sites, including on the Coca-Cola Times Square sign.

“This is an exciting brand innovation,” says Matt Wolf, vice president, entertainment, ventures and strategic alliances, 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.”

“EA Sports FIFA 18” will be available on Friday, Sept. 29.