Sony-owned video games console brand PlayStation has today renewed its long-running sponsorship of European soccer’s elite Uefa Champions League until 2024.
As part of the three-year agreement, PlayStation will present the official player of the match award at each Champions League match and continue to support the competition’s gaming hub, which is accessible via mobile and web applications.
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The deal, which comes ahead of the 2021-22 season, extends a partnership that dates back over 23 years.
The company is also a sponsor of major clubs, including Spanish giants Real Madrid.
Beer brand Heineken, soft drinks and snack foods manufacturer PepsiCo, credit card provider Mastercard, oil and gas firm Gazprom and logistics provider FedEx have already renewed their sponsorship deals for the Champions League for the 2021-24 cycle.
Food delivery firm Just-Eat Takeaway, meanwhile, has been added as a new sponsor, while Hotels.com is a second-level partner.
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By GlobalDataGuy-Laurent Epstein, marketing director at Uefa, said: “PlayStation has been a valued partner of the Uefa Champions League for more than 23 years, so I am delighted that we are able to celebrate a three-year extension to our relationship.
“Uefa’s long-term partnerships with innovative brands like PlayStation are invaluable to Uefa in promoting our competitions globally, and in particular in the digital space, so we look forward to continuing our relationship as we enter a new Uefa Champions League cycle.”
Eric Lempel, senior vice president and head of global marketing at Sony Interactive Entertainment, added: “We have enjoyed a strong collaborative relationship with the Uefa Champions League for over 23 years, delivering unique football experiences to our community of PlayStation fans around the world.
“Football is integral to the PlayStation DNA, and we know many of our gamers are as passionate about football as we are. We look forward to our continued partnership and the excitement of the upcoming 2021-24 cycle.”
