REEBOK IS IN THE GAME

Video Game Law Blog

January 18, 2005

Sports giant Reebok has signed a multi-title sponsorship agreement with Electronic Arts, under which Reebok's products will be included in various EA sports games. Reebok sees this as a natural expansion of its branding campaign; EA is downplaying the marketing overtones by saying that the agreement will add "authenticity" to its games. Regardless of the spin it's given, the sponsorship agreement demonstrates how video games are coming into their own as branding and marketing platforms.

Coverage at http://shorl.com/dubrojolyjypu