PlayStation Stays In The Game With Renewal Of CFB, Fiesta Bowl Alliance
Friday, November 30, 2018 at 05:13PM
NYSportsJournalism.com in CFB Playoffs, College, ESPN, Fiesta Bowl, PlayStation, sports marketing

NYSJ Sports-Entertainment Business News Service

November 29, 2018: PlayStation has signed a multi-level deal to return as title sponsor for college football’s Fiesta Bowl and as the official gaming and virtual reality sponsor for the College Football Playoff and its New Year’s Six Bowl games.

Financial terms of the pact, signed with ESPN and Fiesta Bowl organizers, were not released.

PlayStation, which has had title sponsor rights to the game since 2016, will work with ESPN on multimedia content integrations across ESPN programming, featuring the PlayStation brand messaging “Greatness Awaits.”

The PlayStation Fiesta Bowl is scheduled for Jan. 1 (ESPN, 1 PM ET) in State Farm Stadium, Glendale, Ariz., as one of the annual College Football Playoff New Year’s Six Bowl games.

“PlayStation has been an unbelievable partner over the last two years. Its brand personality and everyday audience match what we’re aiming to connect with,” Mike Nealy, Fiesta Bowl executive director, said through the organization.

“PlayStation is fully on board and actively participates with all of our organizational activities in and around the game. We look forward to many more years together.”

This multimedia deal is part of a broader agreement that includes other marquee ESPN programming throughout the year.

The alliance between ESPN and PlayStation also includes the ESPN app for PlayStation 4 and the ESPN networks available for streaming on PlayStation Vue.

The Fiesta Bowl organization said it would continue to integrate PlayStation integrates in game-week activities, including the PlayStation gaming truck and a presence at such events as participating team’s player lounges, team community service projects, media days and pre-game parties, as well as the Fiesta Bowl game itself.

According to Rob Temple, svp-sports marketing for ESPN, “Our audience insights tell us that college football fans are more interested in video games, more likely to play them and more likely to stream sports through a gaming console compared to the average person.

“Together with PlayStation, ESPN will stay highly engaged with this passionate and valuable audience across the platform throughout the season and especially with the PlayStation Fiesta Bowl, as one of the most highly anticipated bowl games in college football.”

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