Sony PlayStation has usurped sports competition TV series BattleFrog to become title sponsor of Fiesta Bowl, the College Football Playoff semi-final, in a multi-year deal.
Valued at seven figures, the tie-up will see the crunch match rebranded as the PlayStation Fiesta Bowl with the popular games console also serving as official gaming and VR sponsor of the league.
Sony has been moving to give greater exposure to its PlayStation brand following release of the updated PS4 Pro and PSVR headset, prompting it to embark on a number of new partnerships including with ATP Media to give tennis fans the opportunity to experience matches in VR.
Mike Nealy, Fiesta Bowl executive director commented: “The Fiesta Bowl is pleased to partner with Playstation to present this year’s Playstation Fiesta Bowl. Playstation’s commitment to creating unique and exciting experiences matches our desire to deliver one-of-a-kind events to fans each year.”
The annual event takes place next month on 31 December at the University of Phoenix Stafium, Arizona.