Ahead of FIFA 09's release on October 3rd, EA has booked the entire half time ad break during Sunday's Chelsea Vs Manchester United Premier League game to showcase the new title.
Airing just before the second half kicks off on Sky Sports One, the four minute ad (pictured) will begin a fully integrated TV, print and digital campaign.
The TV ads will show multiple length versions of the matches pitting Wayne Rooney and Manchester United against Gonzalo Higuan and Real Madrid, and Karim Benzema and Olympique Lyonnais against Kevin Kurnyi and Schalke04.
The print push will show the professional footballers with their gaming teams - for example, the Manchester United team was made up of Wayne Rooney and nine of the best football gamers in the world.
Digital marketing will be a multifaceted pre and post-launch experience including emails announcing the online demo, launch of the game and rich media banners driving people to the FIFA09 product site where, pre-launch, they will see fans announcing their predictions for the upcoming events and, post launch, they will see the events themselves.
There will also be a host of downloadable content and information on the innovations in this year's FIFA.