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UEFA extends sponsorship with PlayStation

UEFA makes big decision that will impact next three UCL seasons

August 3, 2021 By Michelle Bonsu
UEFA and Sony's PlayStation have been long-time partners, and after this deal their collaboration will be set to continue for at least a few more years.

Football fans around the world are probably familiar with some of the brands associated with the UEFA Champions League, largely due to commercial adverts that pop up during the game, or on the many billboards around the pitch. Sony's PlayStation, a popular gaming console for well over two decades and European club football's premier competition have enjoyed a long and fruitful partnership dating back to the end of the 1990's (1997, to be exact).

In fact, the two have been doing business for nearly 24 years, and are now set to continue for at least a few more after both agreed to extend their arrangement until 2024. As per this agreement, PlayStation will enjoy certain benefits, including displaying UEFA's player of the week award on their digital platforms and presenting the man of the match prize following each Champions League game.

Additionally, PlayStation also gains sponsorship rights for other UEFA-organized tournaments, including the Europa League, the Europa Conference League, the Youth League, the Super Cup, and the Futsal Champions League from 2021 to 2023.

Fans who are really into fantasy football and gaming in general will be able to take advantage of PlayStation's continued support of the UCL Gaming Hub.

UEFA have indeed been quite busy as of late, as PlayStation now is the seventh company to ink a deal for the next few years. Other organizations who will be on board for the 2021/22 through 2023/24 iterations of several UEFA competitions include Heineken, PepsiCo, Mastercard, FedEx, Just Eat Takeaway and Russian company Gazprom.


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