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