SIE will maintain its PlayStation brand exposure across in-game perimeter LED boards, media interview backdrops and broadcast sponsorship. 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.
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.”
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 is also a proud supporter of UEFA women’s football, which includes sponsoring the UEFA Women’s Champions League, UEFA Women’s EURO 2025, the UEFA European Women’s Under-19 and Under-17 Championships, the UEFA Women’s Futsal EURO and UEFA’s Together #WePlayStrong initiative, which aims to encourage more girls and women to play football.
