Sony Computer Entertainment Europe (SCEE) has announced that the very first PlayStation 4 TV advertisement will run during the upcoming Champions League final in May. The UEFA Champions League is currently underway and the final will be played at Wembley in London on May 25, 2013.
Recently, Sony and UEFA extended the Champions League sponsor deal to 2015. With the extension, Sony announced that they will only advertise the PlayStation brand during Champions League.
Sony has a history of promoting the PlayStation brand during the Champions League, dating back to the late 1990s with the PS1. Sony even advertised the February 20 PlayStation 4 unveiling during a Champions League match a few days prior.
It’s unknown if the TV ads will be simple “Sponsored by PlayStation 4” bits, or whether Sony has a full blown 30-second or 60-second PlayStation 4 TV spot to showcase the new console.
The Champions League final is one of the most watched TV events in Europe every year, and it’s a perfect opportunity for Sony to start raising awareness about the PlayStation 4 to the casual gamer.
Sony’s deal as the official sponsor with UEFA is worth $40 million. The PlayStation 4 is expected to launch this Fall across the globe, with a reported $100 milling advertising budget in the US alone.