Sony PlayStation signs up for Euro 2000 in pounds 10m deal

Sony PlayStation has signed a deal worth around pounds 10m to be a key sponsor of the Euro 2000 football tournament.

Sony PlayStation has signed a deal worth around pounds 10m to be a

key sponsor of the Euro 2000 football tournament.



The agreement will see PlayStation promoted on ad hoardings, with

related activity around the tournament, which takes place next summer in

Holland and Belgium.



The move comes on top of a hefty pre-Christmas marketing push, with a

new TV campaign due to break this Friday as part of what Sony Computer

Entertainment claims is its largest-ever ad push for PlayStation.



Sony PlayStation is spending between pounds 15m and pounds 20m on the

autumn campaign, which also takes in cinema, press, poster and direct

marketing activity.



The TV spots, created by TBWA GGT Simons Palmer, are based on people

wanting to experience things for themselves.



The company has set aside pounds 2.5m for a direct marketing push which

will promote five key games titles - Wipeout 3, Speed Freaks, Gran

Turismo, Crash Team Racing and Final Fantasy VIII - to its database of

more than one million PlayStation gamers.



Last week Sony PlayStation cut the price of PlayStation from pounds

99.99 to pounds 79.99.



’We intend to be the market leader by the end of Christmas,’ said Alan

Welsman, marketing director for Sony PlayStation.



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