Sony Signs Three-Year, High 8-Figure Partnership With UEFA For Champions League

Sony Corp. has re-upped its partnership with UEFA's Champions League in a three-year deal that will be announced on Thursday. An industry source said the multi-year deal with Europe's most prestigious club football competition is worth "high eight figures per season." It will run through the '17-18 campaign. The new deal will incorporate not only PlayStation, currently the official gaming partner of the UEFA Champions League, but also the Sony Mobile brand, closing out the mobile device category (for the '15-18 cycle) that is currently held by HTC. According to sources, the deal was negotiated by TEAM Marketing AG, UEFA’s exclusive marketing agency for its club competitions, including the Europa League. This season's Champions League final between Juventus and Barcelona is scheduled for June 6 at Berlin's Olympic Stadium.