The Union of European Football Associations (UEFA), the official governing body of football in Europe, has announced a three-year partnership renewal agreement with Sony Interactive Entertainment (SIE).

Sony’s long-standing partnership with UEFA, which started in 1997, will see it continue enjoying branding visibility at across UEFA competitions such as the Champions League, the Super Cup, the Youth League, and the Futsal Champions League until 2027.

Sony will also hold on to its role of Presenting Partner for the UEFA Player of the Match, Champions League Fantasy Football, and the eChampions League. Its gaming console PlayStation will become a sponsor as well and enjoy branding at in-game perimeter LED boards, media interview backdrops, and via broadcast sponsorship.

Sony will also continue to work on on-ground activations for the fans, like the Champions Festival. 

Guy-Laurent Epstein, UEFA Marketing Director, commented:

“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.“