Sony seeks TV sponsorship for PlayStation

Sony is searching for a terrestrial TV programme that its PlayStation brand can sponsor.

Among likely programme areas for the company are music, fashion and adventure sports, although PlayStation marketing director Geoff Glendenning says: “It is hard to find the right programme which fits with our image.”

Last year, PlayStation had a marketing budget of about 15m and the spend is likely to be the same this year.

The company is not willing to reveal how much it plans to spend on TV sponsorship.

Sony has used sponsorship intensively to give the brand a “cool, underground image”, which would differentiate it from Nintendo and Sega.

Current sponsorship deals, however, are relatively low-cost and include club nights around the country, such as events at the Ministry of Sound in London and Cream, and the Tribal Gathering music festival.

Sony is also planning to put money into London’s first skateboard park, the PlayStation skate park, which will open in April.

PlayStation, like Sega, is preparing to fight off Nintendo’s advanced N64 console, which launches in the UK on March 1.

A new PlayStation TV campaign will break at the end of the month.

This week Sony announced it would be re-releasing best-sell ing PlayStation games from its back catalogue, aggressively priced at 19.99.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here