With the current deal between PlayStation and the Champions League running until 2024 all but over, it’s time for the two companies to once again renew their sponsorship relationship: for another three years, the Sony brand will be closely linked to the iconic European football competition.
UEFA has officially announced the renewal of its agreements with PlayStation, which will continue to be a sponsor of the Champions League until 2027, continuing a relationship that has lasted almost three decades. “A loyal partner for 27 years, Sony and the PlayStation brand will continue to offer innovative activities to engage fans through exclusive content and unique experiences across multiple platforms, including as the main sponsor of the Player of the Match, UEFA Champions League Fantasy Football and the eChampions League,” UEFA said in an official statement.
PlayStation characters and brands will therefore continue to appear on advertisements and banners related to the competition in the three-year period between 2024 and 2027, and in light of the very long collaboration that ties the two entities, who knows if at the end of the current agreement there will not be yet another renewal for the years to come. After all, with PlayStation 5 having reached over 61 million units distributed worldwide, and the Champions League which continues to be a top-level event in the European football scene, the partnership can only be good for both entities.
