Sega Europe, the computer games manufacturer, has finalised sponsorship deals with two European football teams.
Sampdoria, one of the great names of Italian football, and French football club Saint-Etienne, will display the Sega logo on team strips from July 1. The deals follow a &£12m agreement to sponsor UK Premiership football club Arsenal, announced in March. Although Sega is staying tight-lipped about the value of the new deals, it is expected to pay Arsenal &£4m a year over three years. Sega says the European deals are likely to be a similar amount.
The sponsorships are part of a &£50m European marketing campaign to support Sega’s new Dreamcast games console, which will be launched across Europe on September 23, priced &£199.
Jean Francois Cecillon, chief executive of Sega Europe, says: “We are delighted to have concluded our first French and Italian sponsorship deals for the new Dreamcast console. With the help of these teams, we will launch Dreamcast throughout Europe.”