PlayStation® agrees new sponsorship deal with UEFA to extend UEFA Champions League partnership for 2021-24 cycle.
Article top media content
UEFA has today announced the renewal of its UEFA Champions League partnership with PlayStation® for the 2021–24 cycle, continuing its long-running relationship which began in 1997. The agreement also includes sponsorship rights for the UEFA Super Cup, UEFA Youth League and UEFA Futsal Champions League in 2021, 2022 and 2023.
Guy-Laurent Epstein, UEFA marketing director
“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.”
As part of the extended agreement, PlayStation will present the Official Player of the Match award at each UEFA Champions League encounter and the Player of the Week across UEFA’s digital channels. Furthermore, PlayStation will continue to support the UEFA Champions League Gaming Hub with the enhanced UCL Fantasy and Predictor games, which are available across both mobile and desktop applications.
Eric Lempel, senior vice-president and head of global marketing at Sony Interactive Entertainment
“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.”
This is the seventh sponsorship announcement for the 2021-24 UEFA Champions League cycle, with Heineken, PepsiCo, Mastercard, Gazprom and FedEx signing new agreements, while Just-Eat Takeaway 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.