Sony

American Football

Sony and pre-existing sponsor Verizon will share branding positions on the headsets worn by coaches and players on the sidelines in NFL games, after the two brands agreed on a multi-faceted sponsorship deal with the American football league. 
American Football
Sponsorship & Marketing

The National Football League (NFL) has ended its search to fill one of its flagship sponsorship categories after signing Sony in a deal which includes the league’s official headphone rights.
Esports
Media

The Sony Group has announced a multi-year agreement to become a founding partner of the Saudi-backed Esports World Cup, which takes place this summer in the kingdom’s capital city, Riyadh.
Athletics
Sponsorship & Marketing

World Athletics today announced electronics giant Sony as a new sponsor on a three-year term, the latest in a string of Japanese brands supporting the governing body.
Rugby Union
Sponsorship & Marketing

The Japan Rugby Football Union (JRFU) and the top-tier Japan Rugby League One (JRLO) have teamed up with conglomerate Sony to establish a new marketing company
Football
Sponsorship & Marketing

The Italian Football Federation (FIGC) has signed up technology giant Sony to its sponsorship portfolio. The deal makes the PlayStation brand the official console of the Italian national team
Football
Sponsorship & Marketing

Lega Serie A has struck a deal giving technology giant Sony’s PS5 games console the title sponsorship rights around the 2020 Supercoppa Italiana.
Football

Sony Playstation tied the Champions League to football gaming via a campaign that culminated with ‘The PlayStation FC Final’, a match played in the same stadium as the 2018-19 final one day later.
Football

Sony boosted the profile of its Xperia smartphones via its 2017-18 Uefa Champions League sponsorship that featured a Gogglebox-style activation called #ChampionsSofa.
Football

Barcelona has signed a new fan experience partnership with US record label and entertainment group Sony Music
Football

Japanese automotive brand Honda has signed a new partnership with Vietnam’s national football federation.
Football

Despite an anticipated 35-per-cent uplift in the value of its Champions League and Europa League commercial revenue from 2018-19 to 2020-21, two brands will pay less for their rights in the next cycle.

Football

Sony Computer Entertainment Europe has today (Thursday) extended its top-tier sponsorship agreement for the Uefa Champions League club football competition.

Football

Japanese electronics giant Sony is set to end its eight-year stint as a top-tier sponsor of football’s world governing body Fifa as it focuses on structural reforms, according to multiple reports.

Football

Qatari retail chain Fifty One East and electronics giant Sony have agreed a three-year deal with the Qatar Football Association to extend their sponsorship of the Emir Cup club football competition.

Boxing

Sony Computer Entertainment has agreed a deal to become the official gaming partner of boxing promoter Top Rank Boxing in a move that will promote its PlayStation games consoles.