Users playing new PlayStation 2 game This Is Football 2003 will see ads surrounding the pitch promote Rivals' football365 and Rivals.net sites. The advertising is equally divided between the two sites.
In return, Rivals.net is running three PlayStation 2-branded promotions, each of which will last two weeks.
The first offers visitors the chance to win tickets to watch the Champions League courtesy of Sony. It will be followed by competitions to win a Play-Station 2 and a copy of the This is Football 2003 game.
All three competitions will be linked back to the This Is Football 2003 web site (www.TIF2003.com).
In addition, Rivals.com will run banner ads for the PlayStation 2 game and promote it on 'The Score', the email newsletter it sends out to more than 175,000 subscribers.
Peter Clare, senior product manager at Sony Computer Entertainment, said: "This Is Football 2003 has been designed for real football fans, so working with Rivals.net and Football365 was a perfect fit."
Sony signed a similar deal with Rivals.net a year ago. Last December, the web site merged with football365 to form Rivals Digital Media.
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