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Sounders Push Microsoft Relationship With Gears Of War-Themed Jerseys, Gaming Kiosks

The Sounders for their regular-season finale yesterday had their players “don special Gears of War 4 jerseys while transforming CenturyLink Field into a giant theme park extolling the Xbox video game’s virtues,” according to Geoff Baker of the SEATTLE TIMES. The Sounders first wore the blue Gears of War 4 jerseys last month during a road game against the Galaxy. However, yesterday's match had the Sounders opening "six Gears of War 4 kiosks around the stadium where fans could participate in on-site gaming.” Fans also could have "pictures taken with various characters from the video game," as well as pay to have their "Pacific blue Sounders jerseys embellished with the Gears of War 4 mark.” Sounders players “dressed up in replica gear used by video game’s characters as part of promotional posters," and the team “gave away Xbox-produced bobbleheads” of retiring Sounders F Zach Scott wearing the uniform. Sounders Principal Owner Adrian Hanauer said that “creating new ways to expand partner opportunities increases the likelihood of the team further extending such corporate deals at more lucrative rates.” Microsoft Head of Xbox Games Marketing Aaron Greenberg said that Microsoft “wanted a marketing plan that was ‘different than just putting up signage' and could excite young fans about the video game.” Hanauer noted that “many of his players already were Gears of War gamers and didn’t exactly have to be dragged into promotional photo shoots” (SEATTLE TIMES, 10/24).

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