UEFA has renewed its long-standing partnership with Sony Interactive Entertainment (SIE) for another three years.
The technology company will continue to receive brand visibility across UEFA’s competitions, including the Champions League, Super Cup, Youth League, and Futsal Champions League from 2024 – 2027.
Sony will also remain as the presenting partner for the UEFA Player of the Match, Champions League Fantasy Football and the eChampions League.
The latest sponsorship renewal means that Sony will have been a UEFA partner for more than 27 years. Both parties aim to continue to deliver innovative fan engagement activities, exclusive content and unique platforms across its platforms.
Guy-Laurent Epstein, UEFA Marketing Director, said: “We are delighted to continue our partnership with Sony Interactive Entertainment as we enter a new era of the UEFA Champions League.
“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.”
Sony will maintain its PlayStation brand exposure across in-game perimeter LED boards, media interview backdrops and broadcast sponsorship.
The tech giant will also continue to gain exclusive on-site activation opportunities at events such as the Champions Festival, following on from the success of the 2024 edition in London, where it engaged festival attendees with various interactive activations.
Jill Erb, Senior Director of Marketing Partnerships and Activations, SIE, said: “For over 27 years, our collaboration with the UEFA Champions League has brought memorable football experiences to fans.
“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.”
