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Volume 25 No. 196
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PlayStation Signs Renewal Of Fiesta Bowl Title Sponsorship

PlayStation's Fiesta Bowl renewal also makes it the official gaming and virtual reality sponsor for the CFP
Photo: GETTY IMAGES

PlayStation is extending its naming rights for the Fiesta Bowl as part of a multiyear agreement with ESPN. PlayStation has had the title sponsorship for the Fiesta Bowl since '16. The original deal was for two years. Specific terms of the renewal are not being disclosed. Under the new deal, PlayStation also will be the official gaming and virtual reality sponsor for the CFP and its New Year’s Six bowl games. The gaming system is a Sony brand. “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,” said ESPN Senior VP/Sports Marketing Rob Temple. Fiesta Bowl Exec Dir Mike Nealy said PlayStation’s brand is integrated into events and marketing of the game. “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,” Nealy said.