August 8 – Sony Interactive Entertainment (SIE) has added another three years to its UEFA sponsorship of the Champions League which it uses to promote its PlayStation brand of products.
SIE has been a Champions League sponsor for more than 27 years. The renewal for the next three-year cycle 2024-27 includes sponsorship rights for the UEFA Super Cup, UEFA Youth League and UEFA Futsal Champions.
PlayStation brand exposure will be across in-game perimeter LED boards, media interview backdrops and broadcast sponsorship. SIE will also activate through the UEFA Champions Festival before the final. This follows on from the success of the 2024 edition in London.
Guy-Laurent Epstein, UEFA marketing director, said: “SIE has been a global sponsor since 1997, and this renewal highlights the enduring commitment of both organisations to keep elevating the fan experience and deliver the excitement of the world’s most prestigious club competition to a global audience of football fans and gamers alike.”
SIE will also continue with its activations through Player of the Match, UEFA Champions League Fantasy Football and the eChampions League.
Jill Erb, senior director of marketing partnerships and activations, Sony Interactive Entertainment, said: “We are thrilled to continue this partnership while also championing women’s football through our ongoing collaboration with the UEFA Women’s Champions League. Football is hugely popular within the PlayStation community, and we are excited to continue bringing the worlds of football and gaming closer together.”
SIE is a supporter of UEFA Women’s Football, including sponsoring the Women’s Champions League, Women’s EURO 2025, the European Women’s U-19 and U-17 Championships, the Women’s Futsal EURO and UEFA’s Together #WePlayStrong initiative.
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