EA Sports has drafted in some heavyweight celebrity endorsement for its new fitness title EA Sports Active 2 in the form of David Beckham.
It was confirmed at the Gamescom event in Cologne that the former England captain will be the brand ambassador for the new Xbox 360, PlayStation 3 and Wii game when it launches this November.
This means that Becks will be featured prominently in endorsing the benefits of the new title, which allows gamers to get fit using motion tracking data and a heart-rate monitor.
As they power through their personalised workouts, the sensors send information to the console where they can then be shared online, allowing users to measure their progress over time compared to others around the globe.
Beckham said: "EA Sports Active is impressive and includes many elements that I have seen throughout my football career."
It will be the first game in the series to feature on Xbox 360 and PlayStation 3, having previously found success on Wii with releases such as EA Sports Active: More Workouts.