Sony will promote the Xperia brand (alongside PlayStation) in Champions League thanks to new partnership with UEFA

Sony will promote the Xperia brand (alongside PlayStation) in Champions League thanks to new partnership with UEFA
Sony and UEFA this week announced a new deal that makes the Japanese company one of UEFA's official Champions League partners until 2018. Sony was already an UEFA partner, promoting its PlayStation brand on Champions League stadiums across Europe, but the new deal will also allow the company to promote its Xperia brand.

The new agreement will start from the 2015 / 2016 Champions League season, so we won't be seeing any Xperia logos during this season's final from June 6 (between Italy's Juventus FC and Spain's FC Barcelona).

Although it involves only European clubs, the UEFA Champions League is one of the most popular football (or soccer) competitions in the world, which means millions of potential customers will notice Sony's Xperia logo during UEFA events, matches, and commercials.

Last year, thanks to a partnership with FIFA, Sony was allowed to place the 2014 FIFA World Cup logo on the packaging of various Xperia devices, and we assume this will also happen following the new deal with UEFA. Moreover, some exclusive Champions League content might be bundled with various Sony Mobile devices. Will all this help the company sell more Xperia smartphones and tablets? Well, we'll just have to wait and see.

sources: Sony, UEFA via Xperia Blog

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15 Comments

1. tnuc2014

Posts: 294; Member since: Sep 12, 2014

This is good news, because it means that Xperia lives on, and Sony is serious about competing in the premium smartphone market. Now bring on the Global Z4 Sony!!

2. Ordinary

Posts: 2454; Member since: Apr 23, 2015

3. waddup121 unregistered

I think they've been doing this kind of thing in the world cup too!

10. romeo1

Posts: 816; Member since: Jan 06, 2012

Yep thats true sony was headsponsor of the world cup. If im correct you could see the 2010 wc in 3d for free on ths 3d enabled bravia tv's

15. techperson211

Posts: 1280; Member since: Feb 27, 2014

Good job Sony!! Now bring the global Z4 or Z5, put proper advertisement and be quick to have it globally. A lot of people are still waiting for that smartphone that have less compromise but better overall functionality and reliability not to mention the right pricing.

4. josephnero

Posts: 780; Member since: Nov 16, 2011

great.more advertisements please

5. avalon2105

Posts: 352; Member since: Jul 12, 2014

Well, HTC has been sponsoring UCL for 2 or 3 years now and it didn't really help them. Hope that Sony has better luck than them, because consumers need more brands and more options when buying phones. Having only Samsung (or any other OEM) as a sole Android manufacturer would be really grim.

8. JaroB

Posts: 112; Member since: Feb 13, 2013

what is UCL ?

9. aahmed215

Posts: 169; Member since: Jun 18, 2012

UEFA Champions League

11. ISISSecretAgent unregistered

im almost sure since the creation of the league Sony (not just as Playstation) has been one of the big eights sponsors.

12. avalon2105

Posts: 352; Member since: Jul 12, 2014

Yes, they were always a sponsor in some capacity. Although it was almost exclusively for Play Station brand, not for Xperia, VAIO, or anything else (IIRC). They've even been a General sponsor for Champions League for some time, but only PS brand again. I think that HTC, Heineken and PS have been General Sponsors for last two years. Hope this gives Xperia the marketing push they need since PS brand is doing pretty fine and doesn't need that much help.

6. vuyonc

Posts: 1090; Member since: Feb 24, 2014

If FIFA only wasn't corrupt and Sony's sponsorship wasn't subsequently terminated.

7. ryq24

Posts: 875; Member since: Oct 17, 2011

They should try to enter the NFL.

13. timetophone

Posts: 14; Member since: Feb 25, 2015

Well, this is good news in that it shows Sony is still serious about Xperia. But the UEFA advertising isn't going to do anything for Xperia sales in the U.S., still one of the biggest smartphone markets. Sony needs to stop "playing it safe" by sticking to Europe and India. The Xperia Z3 actually got rave reviews last fall from US critics--in fact, USA Today said the Z3 "may be the best phone money can buy, " and "as close to an ideal phone as one can get today". Sony needs to follow up these reviews with advertising. Most people don't even know Xperia exists--no wonder sales are so low. In fact, I've only seen one Xperia Tv ad and it was during the Sony Open 3 years ago.

14. timetophone

Posts: 14; Member since: Feb 25, 2015

Actually, if Sony just put its mobile phones under the Playstation umbrella (maybe by juicing the the Xperia Play smartphone, which was Playstation cerfified, and call it Playstation Phone), it probably wouldn't need a whole new contract just to promote its phones. Maybe it would still have to pay to tack on phone advertising, but it wouldn't be a major deal like this. And anyway, I think Playstation Phone is just better branding.

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