Continuing the company’s unusually aggressive pre-Christmas series of deals, officials have announced that Electronic Arts has signed a multi-game sponsorship agreement with sportswear manufacturer Reebok.
The exact terms of the deal have not been revealed, but the comments from both company’s suggests not only ordinary product placement, but also the 'preview' of forthcoming Reebok products in games before they are available in stores. The first game to be affected by the deal will be NFL Street 2
, which is released in the U.S. on December 26th.
"Our goal of enrolling youth into the brand through sports, entertainment and technology manifests itself perfectly in games like this," said Reebok's vice president of integrated marketing Brian Povinelli.
Electronic Arts’ director of marketing, Tom Goedde, simply stated that the deal "adds great authenticity to a wide variety of our games". Whether these games will include non-sports titles is currently unclear, but many assume that product placement in games will become increasingly popular in the coming years.