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UEFA has announce the extension of Sony Interactive Entertainment’s (SIE) partnership with the UEFA Champions League for the 2018-21 cycle, continuing a long-standing relationship which began in 1997. The agreement also covers the rights for the UEFA Super Cup, UEFA Youth League and UEFA Futsal Champions League.
As part of the extended agreement, PlayStation® will combine its vast expertise in innovative consumer entertainment technology, with the best of the UEFA Champions League, to deliver exciting content and competitions to fans across the PlayStation™Network and digital media channels.
Alongside the latest in VR content, Fans will also be offered the chance to follow in the footsteps of their heroes with the opportunity to play in a PlayStation FC competition on the pitch, the day after the UEFA Champions League Final, throughout the duration of the agreement. PlayStation will also present new and enhanced versions of the popular UEFA Champions League Fantasy and Predictor games, alongside the Official UEFA Champions League app – keeping fans up to date with all of the action on matchdays.
Commenting on the agreement, Guy-Laurent Epstein, UEFA Events SA Marketing Director, said, “PlayStation has been a valued partner of the UEFA Champions League for more than 20 years, so I am delighted that as we conclude another thrilling season together, we are able to celebrate a three-year extension to our relationship. Our long-term partnerships with experienced industry leaders such as PlayStation are invaluable to UEFA in promoting our competitions globally, and in particular in the digital space, so we are looking forward to continuing our relationship as we enter a new UEFA Champions League cycle.”
This is the eighth partnership announcement for the 2018-21 sponsorship sales process for the UEFA Champions League, with Heineken, Nissan, PepsiCo, Mastercard, Gazprom and adidas signing new agreements, while Santander has joined as a new partner. The worldwide sales of all UEFA club competition sponsorship rights are being carried out by TEAM Marketing AG on UEFA’s behalf.
