Konami’s Pro Evolution Soccer 6, widely regarded as the best football game on both PC and console, will be released on 27 October 2006 and will feature comprehensive Reebok visual branding throughout the game. Reebok’s in-game presence consists of Reebok boots, balls and other kit, as well as pitch side hoardings and special Reebok training areas.

New Street Media has also helped Canon strike a pan-European deal with Pro Evolution Soccer 6 to be featured throughout the game with hoardings as well as sponsorship of the replay function within the game. Every time the player opts for the replay function, which on average is 1 in every 10 minutes of gameplay, the Canon EOS350 logo appears in the corner of the screen.