Asian electronics and entertainment giant, Sony, will continue its support of the European Champions League for a further three years after signing a new contract with the tournament's organiser, UEFA. The Japan-headquartered company's European arm will continue to use the tournament to showcase its PlayStation brand – using it to promote consoles and games titles.
"The UEFA Champions League is an extremely powerful communications tool and has been an important part of PlayStation's communication strategy since 1997, during which time the stature of the competition has increased along with the number of PlayStation fans," Sony Computer Entertainment Europe’s vice-president of brand and consumer marketing, Darren Carter, said.