TBWA\London has created a pan-European sponsorship campaign to support PlayStation's sponsorship of the current Champions League tournament. The campaign seeks to engage and involve football fans. Called "human balls," each of the five 10-second idents show balls, which appear to be constructed out of people, reacting to different situations. The balls are shown in a free kick, a goal, hitting a post, travelling through the rain and bouncing as if turned out from a kit bag. The three-dimensional "human balls" were created using digital characters and a life-size rig was constructed for close-up shots. Sony PlayStation first sponsored the Champions League in the 1999-2000 season. In the UK, matches are shown on ITV and Sky.