March 21 – PlayStation has become the latest brand to back the European women’s game in a three-season deal, the continental governing body UEFA has announced.
Consolidating a partnership that first began in 1997 with the men’s Champions League, the sponsorship deal will cover the Women’s Champions League, Euro 2025, the Women’s U-19 and U-17 Championships as well as the Futsal Euro and the Together #WePlayStrong initiative.
PlayStation joins Adidas, EA Sports, Euronics, Grifols, Heineken, Hublot, Just Eat Takeaway, PepsiCo and Visa as the tenth UEFA partner for the women’s game. The partnership will include on-site activations.
“This is a significant moment for the sport and for UEFA, as we continue to work towards developing and growing women’s football across Europe and beyond on the heels of last summer’s historic UEFA Women’s EURO 2022 and the UEFA Women’s Champions League,” said Guy-Laurent Epstein, UEFA marketing director.
“With PlayStation’s incredible reach and engagement with fans worldwide, we believe that this partnership will help us to reach new audiences and inspire the next generation of players.”
The value of the sponsorship not disclosed. PlayStation’s branding will already be visible on Tuesday and Wednesday in the quarter-finals of the Champions League.
“Women’s football has transformed the world of sports and captivated millions around the globe,” said Senior Vice President of Brand, Product and Services Marketing at Sony Interactive Entertainment Andrea Perez.
“We are thrilled to team up with UEFA to further elevate women’s football and explore new crossovers between football and gaming culture through this exciting expansion of our 25-year partnership. As the PlayStation brand looks to reimagine the future of play, it’s a privilege to be part of this exciting moment in football, led by game-changing athletes who are inspiring a new and diverse generation of fans.”
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