Sony-owned gaming brand PlayStation has agreed a multi-year deal to become title sponsor of the Fiesta Bowl college American football game.
The agreement officially renames the annual fixture as the PlayStation Fiesta Bowl.
This year’s game, which takes place on December 31 at University of Phoenix Stadium in Glendale, Arizona, will serve as a College Football Playoff semi-final and PlayStation’s deal names it as the official gaming and virtual reality sponsor of the CFP.
Under the agreement, US sports broadcaster ESPN will work with PlayStation on multimedia content integrations across ESPN programming. The PlayStation brand message ‘Greatness Awaits’ will be used to drive excitement and anticipation for the CFP.
“As leaders in entertainment and technology, ESPN and PlayStation share some of the most passionate fans in the world,” Ed Erhardt, president of global sales and marketing at ESPN, said. “The demographic drawn to PlayStation also consumes ESPN content, and the Fiesta Bowl is an excellent vehicle to reach those passionate college football fans.”
PlayStation’s multimedia deal with ESPN is part of a broader agreement that includes other flagship ESPN programming throughout the year.
The most recent edition of the Fiesta Bowl, title sponsored by outdoor fitness event and obstacle race organiser BattleFrog, saw Ohio State defeat Notre Dame 44-28 on January 1.