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.

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

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

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

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.

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

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

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

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.

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

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.

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.

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.