Reebok signs up for mass participation online football game

by Jennifer Whitehead, Brand Republic 20-Oct-08, 11:20

LONDON - Reebok is the first advertiser to sign up to appear in the free-to-download online game Football Superstars, using it to launch its Ambassador Programme.

'Football Superstars' has been created by UK gaming company CyberSports, creating a 3D virtual football world that will allow thousands of gamers to compete with each other in football matches and, away from the pitch, experience the lifestyle of a top-flight footballer.

Reebok is using the game to promote its Ambassador Programme -- a global hunt for amateur football players, which will eventually see one chosen for a sponsorship deal with Reebok, joining the likes of Thierry Henry and Ryan Giggs.

The advertising in the game has been created by IGA Worldwide, the in-game advertising specialist. They will appear on hoardings on the pitches in Football Superstars.

Reebok will also promote the game with a registration link on its homepage, offering a three-month premium subscription to 'Football Superstars'.

John Zaheer-Flaherty, Reebok's global head of football said: "We're excited to join the virtual world of 'Football Superstars'.

"The game and the platform is a perfect fit for Reebok, allowing gamers to express themselves rather than telling them how to play the game."

Puma already has a deal with the company to incorporate its sportswear products and branding in the game.

'Football Superstars' was developed by Nottingham-based Monumental Games.