UEFA extends Playstation partnership

30 Jul 2021

By: Sport Industry Group

UEFA has announced the renewal of its long-standing Champions League partnership with PlayStation for the 2021–24 cycle, an association which originally began in 1997.

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.

PlayStation will also continue to support the UEFA Champions League Gaming Hub with the enhanced UCL Fantasy and Predictor games.

“PlayStation has been a valued partner of the UEFA Champions League for more than 23 years,” said UEFA Marketing Director, Guy-Laurent Epstein. “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.”

The agreement is the seventh deal done for the 21-24 cycle, with all negotiations carried out by TEAM Marketing AG.

“Football is integral to the PlayStation DNA,” added Eric Lempel, SVP and Head of Global Marketing at Sony Interactive. “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.”