Sony Interactive Entertainment Renews UEFA Champions League Sponsorship

The long-standing partnership between UEFA and Sony Interactive Entertainment for the UEFA Champions League has been extended until 2027.

UEFA today announced that Sony Interactive Entertainment (SIE), the company behind the PlayStation brand, has renewed its sponsorship of the UEFA Champions League for the 2024-27 commercial cycle. The three-year deal also includes sponsorship rights to the UEFA Super Cup, the UEFA Youth League and the UEFA Futsal Champions League. SIE will maintain its PlayStation brand exposure through in-game LED boards, media interview backdrops and broadcast sponsorship - including presenting sponsor of the Player of the Match, UEFA Champions League Fantasy Football and the eChampions League. SIE has been a committed partner of the competition for over 27 years.

Jill Erb, senior director of marketing partnerships and activations, Sony Interactive Entertainment, 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."

"SIE will also continue to enjoy exclusive on-site activation opportunities at events such as the UEFA Champions Festival, following on from the success of the 2024 edition in London, where it engaged festival attendees with various interactive activations," the companies said. SIE is also a supporter of UEFA women's football, including sponsorship of the UEFA Women's Champions League, UEFA Women's EURO 2025, the UEFA European Women's U19 and U17 Championships, the UEFA Women's Futsal EURO and UEFA's Together #WePlayStrong initiative.

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."

Never miss anything from the German, Swiss and Austrian games industry again: subscribe for free to our Daily newsletter and get all news straight to your inbox.