Coca-Cola just signed its first ever "virtual" athlete and is implementing first-of-its kind content integration with the upcoming EA Sports FIFA 18. Alban Dechelotte, Global Lead on Gaming & E-Sports Initiatives at Coca-Cola, shares why FIFA was the right partnership for his company. The ad spot was inspired by the famous "Mean Joe!" Coca-Cola Super Bowl ad from the 1970s. Dechelotte discusses why esports is a great opportunity for the new age of advertising.