PlayStation renews as sponsor of Fiesta Bowl
PlayStation will return again as the title sponsor of the Fiesta Bowl in Arizona, one of the annual College Football Playoff six bowl games New Year’s Day.
PlayStation’s return is part of a multiyear agreement with ESPN, Fiesta Bowl officials said Wednesday in a news release.
The deal secures PlayStation as the official gaming and virtual reality sponsor for the College Football Playoff and its New Year’s Six Bowl games.
“PlayStation has been an unbelievable partner over the last two years. Its brand personality and everyday audience match what we’re aiming to connect with,” Fiesta Bowl Executive Director Mike Nealy said.
“PlayStation is fully on board and actively participates with all of our organizational activities in and around the game. We look forward to many more years together,” Nealy continued.
Eric Lempel, senior vice president of Global Marketing at Sony Interactive Entertainment, which owns the PlayStation, said, “We are thrilled to be partnering with ESPN to sponsor the Fiesta Bowl, one of the most exciting and highest-ranking college football games of the year.”
Rob Temple, senior vice president of sports marketing, said, “Our audience insights tell us that college football fans are more interested in video games, more likely to play them and more likely to stream sports through a gaming console compared to the average person.”
As part of the deal, ESPN will collaborate with PlayStation to integrate its multimedia content across the sports network’s programming, including PlayStation’s “Greatness Awaits” brand.
This multimedia deal, including TV and digital, is also part of a broader agreement that includes other marquee ESPN programming.
PlayStation will also partner with the Fiesta Bowl to participate take part in game-week activities. PlayStation game characters and the PlayStation gaming truck have been fixtures at events throughout the Valley.
PlayStation Fiesta Bowl is scheduled Jan. 1 at 11 a.m. local time at State Farm Stadium in Glendale. Ticket information: 480-350-0900 or FiestaBowl.org.