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Those busy chaps and chapettes at EA, they do get about. First they sign an exclusivity deal with the NFL, allegedly have a similar proposal with the NBA turned-down, but always have something to announce in reserve.
In an announcement made today, Reebok and EA have become sleeping-partners. The deal will result in Reebok gear featuring in various EA Street titles, starting with NFL Street 2, due to hit Europe 28th January 2005. The deal will allow as-yet released street wear to be promoted in-game, as well as current gear.
Says Reebok’s vice president of integrated marketing Brian Povinelli, “Our goal of enrolling youth into the brand through sports, entertainment and technology manifests itself perfectly in games like this. It’s an important and extremely effective part of our integrated marketing model.”
Whilst nothing new in the world of sports games – which rely on realistic branding and advertising to immerse the player, the fact that an official deal has been signed with the world’s largest publisher, no less – could lead to more prominent deals in the future.
