Rooney signs with Electronic Arts

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Electronic Arts, the world's biggest video games company, has signed up English Premier League club Manchester United's Wayne Rooney as a global brand ambassador. Rooney will front EA's biggest game, FIFA, for the next two years along with Barcelona star Ronaldinho, with whom EA already has an agreement. Both footballers will star in heavyweight TV campaigns that will break ahead of the game's release in October.

The ads will be the first work by Wieden & Kennedy Amsterdam since the agency was appointed to handle EA's £80 million global business earlier this year. Rooney's deal with EA adds to existing endorsements he has with Coca-Cola and Nike. He had previously worked with EA in the UK, but this tie-up will be promoted globally and will cover other games currently in development as well as releases around the World Cup.