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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