UEFA and Sony have renewed their long-standing partnership, continuing their commitment to innovation in football. Meanwhile, Liverpool is considering a move for their ideal Champions League-winning left-back, potentially securing him for just £26m.
UEFA is set to keep driving innovation in collaboration with its long-time partner, Sony
UEFA has extended its enduring partnership with Sony Interactive Entertainment (SIE) for three years.
From 2024 to 2027, the technology company will maintain its brand visibility across UEFA’s events, such as the Champions League, Super Cup, Youth League, and Futsal Champions League.
Sony will continue as the presenting partner for the UEFA Player of the Match, Champions League Fantasy Football, and the eChampions League.
With this latest sponsorship renewal, Sony will have been a UEFA partner for over 27 years. Both parties are committed to continuing their efforts to provide innovative fan engagement activities, exclusive content, and unique platforms across various channels.
Guy-Laurent Epstein, UEFA Marketing Director, stated: “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 organizations 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.”
Sony will continue to showcase its PlayStation brand through in-game perimeter LED boards, media interview backdrops, and broadcast sponsorship.
The tech giant will also retain exclusive on-site activation opportunities at events like the Champions Festival, building on the success of the 2024 edition in London, where it captivated attendees with a range of interactive experiences.
Jill Erb, Senior Director of Marketing Partnerships and Activations at SIE, 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.”
Sony ensures its PlayStation brand remains at the forefront of Champions League sponsorship
PlayStation will maintain prominent visibility through in-game perimeter LED boards, media interview backdrops, and broadcast sponsorship. Additionally, SIE will engage through the UEFA Champions Festival leading up to the final, building on the success of the 2024 event in London.
Liverpool might land their ideal Champions League-winning left-back for just £26m
Reports suggest that former Liverpool target Alphonso Davies can leave this summer.
The Canadian international has entered the final year of his contract. Despite strong links to Real Madrid, the Spanish club may hold off until January to negotiate a pre-contract, continuing their strategy of acquiring top-quality players on free transfers, as seen with Kylian Mbappe and Antonio Rudiger.
Previously, he was linked with Liverpool amid growing uncertainty over Andy Robertson and Kostas Tsimikas. A November report from 90min indicated that Liverpool was among several clubs interested but was concerned he had already chosen a move to Madrid. Interestingly, he scored a stunning solo goal against the Spanish side in the Champions League semi-finals and celebrated vigorously, suggesting no deal was in place.
Spanish outlet Diario AS reports that Bayern Munich has decided to sell him. They are seeking around €50m, though a deal might be struck for approximately €30m. Robertson is entering his seventh year at Liverpool and, at 30, maybe past his peak. While he remains a fan favorite for his achievements, determination, and work rate, there are growing discussions about potentially finding a replacement soon.
At 23, Davies remains young, but he has made 195 appearances for the German club over the years. He has enjoyed significant success, including five Bundesliga titles, and played a crucial role in their 2019/20 Champions League victory.
Last season, he made 42 appearances, scoring three goals and providing six assists. Although he didn’t consistently reach his peak performance, he remains one of the most dynamic and effective left-backs globally, ranking in the 99th percentile for successful take-on.
Robertson has two years remaining on his contract. Tsimikas is secured until 2027, indicating that Liverpool’s left-back situation is stable for at least the upcoming season. Davies’s dynamic style and explosive pace align well with Liverpool’s attacking strategies, making a future move possible.
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