Sony-owned video games console brand PlayStation has become an official partner of governing body UEFA’s Women’s soccer.

The three-season deal, announced today (March 21), includes sponsorship of the UEFA Women’s Champions League top-tier continental clubs competition and the 2025 UEFA Women's Championship top-tier national teams competition.

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The partnership also includes sponsorship of the UEFA European Women’s Under-19 and Under-17 Championships, the UEFA Women’s Futsal Euro, and UEFA’s Together #WePlayStrong initiative, which aims to encourage more girls and women to play football.

PlayStation will benefit from branding opportunities at these tournaments, as well as digital and on-site fan activations.

The deal marks an expansion of UEFA and Playstation’s existing partnership, which started in 1997 with the UEFA Men’s Champions League. The Men’s partnership was extended in 2021 and currently runs until 2024.

The new partnership will take effect with today's first-leg quarter-final ties in the Women’s Champions League.

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PlayStation joins adidas, EA Sports, Euronics, Grifols, Heineken, Hublot, Just Eat, PepsiCo, and Visa as a partner of UEFA Women’s Football.

Guy-Laurent Epstein, UEFA marketing director said: “We are delighted to welcome PlayStation, a long-term partner, as a new sponsor of UEFA Women's Football. This is a significant moment for the sport and for UEFA, as we continue to work towards developing and growing women's football across Europe and beyond on the heels of last summer’s historic UEFA Women’s EURO 2022 and the UEFA Women’s Champions League.

“With PlayStation's incredible reach and engagement with fans worldwide, we believe that this partnership will help us to reach new audiences and inspire the next generation of players.”

Andrea Perez, senior vice president of brand, product, and services marketing at Sony Interactive Entertainment, added: “We are thrilled to team up with UEFA to further elevate women’s football and explore new crossovers between football and gaming culture through this exciting expansion of our 25-year partnership.”