Sony Computer Entertainment Europe (SCEE) has appointed Octagon Marketing, a division of the IPG-owned group, to handle its Euro 2000 sponsorship campaign for Sony PlayStation.
The pan-European project includes exploiting PlayStation’s promotional rights as an official sponsor at matches in the eight host cities, and targeting the anticipated 7 billion TV viewers. The tournament takes place in June.
The company plans to use the sponsorship, understood to be worth more than &£7m, as a platform to boost anticipation of next year’s launch of PlayStation 2.
SCEE European promotions manager John Constantinou says: “As major sponsors of domestic and European football – from the FA Premier League to the Uefa Champions’ League and Euro 2000 – we are looking to leverage the natural link between the football fan and PlayStation user.”
Octagon Marketing media director Sean Jefferson comments: “The PlayStation generation is as interested in football as any other group. The difference is they lead the way in terms of cultural trends.”
SCEE has also started negotiations with Uefa agent Team to renew its sponsorship for next season’s Champions’ League. The Geneva agency plans to cut the number of sponsors from eight to four and raise the price from &£15m to nearly &£40m over three years (MW September 16). Observers say Sony PlayStation will be keen to sign up to support the PlayStation 2 launch.