Technology and media conglomerate Sony Interactive Entertainment (SIE) and North American women’s basketball’s top-tier WNBA have entered into a new multi-year partnership.
The deal makes Sony’s PlayStation the official console and marketing partner of the WNBA.
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The partnership will begin with the WNBA All-Star Game taking place in Las Vegas on July 15, with more details about the collaboration to be shared in the lead-up to the event.
It expands PlayStation's sponsorship portfolio within sports, which already includes major tie-ups with European soccer governing body UEFA for its elite Champions League men's competition and women's soccer competitions.
SIE also recently signed WNBA players Arike Ogunbowale, NaLyssa Smith, and Zia Cooke to its PlayStation Playmakers program, which provides fans early looks and behind-the-scenes access to athletes, creators, actors, artists, gamers, and entertainers globally.
Andrea Perez, senior vice president of brand, product and services marketing at SIE, said: “We are thrilled to partner with the WNBA to continue investing in the next generation of women athletes and will be exploring new and unique ways to elevate and share their stories.”
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By GlobalDataPhil Cook, chief marketing officer at the WNBA, added: “The WNBA is thrilled to partner with PlayStation to engage our dynamic fanbase through new and immersive ways. Many WNBA fans are passionate gamers and we look forward to PlayStation establishing a new level for our tech-savvy fans to experience our game.”
