EA UK has spent over 3m on its David Beckham-fronted Sports Active 2 ad push.
And that number doesn't include the fee paid to the England football superstar.
EA hopes that Becks can help its big budget fitness title become the must-own workout product this Christmas. The first TV ad starring the man himself will air later this month during early evening TV programmes.
I'm honoured to be working on EA Sports Active 2,” Beckham told MCV.
Keeping fit and staying healthy is very important to me as it's something I've done throughout my career.
EA Sports Active 2 gives you a workout similar to the kind you'd get at the gym. I've used it at home and it includes a lot of exercises I have performed during training.”
EA Sports product manager Alice Brandvik added: Beckham is a global icon and has universal appeal, which goes beyond sport. He's always placed high values on fitness and he's the perfect ambassador to promote EA Sports Active 2 and the benefits of a balanced healthy lifestyle.”
EA has also invested heavily in POS, online, print and outdoor media, which again features the 35-year-old LA Galaxy midfielder. The PR campaign will involve Olympic gold medallist Victoria Pendleton plus presenters Melinda Messenger and Ben Shepherd.
EA Sports Active 2 launches on PlayStation 3, Wii and 360 on Friday, November 19th.