Expanding its partnership which started in 1997 with the UEFA Champions League, the three-season deal means PlayStation will sponsor the UEFA Women’s Champions League, UEFA Women’s EURO 2025, 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.

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, said: “Women’s football has transformed the world of sports and captivated millions around the globe. 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. As the PlayStation brand looks to reimagine the future of play, it’s a privilege to be part of this exciting moment in football, led by game-changing athletes who are inspiring a new and diverse generation of fans.”

PlayStation branding will debut tonight at the first leg ties of the UEFA Women’s Champions League quarter-finals featuring FC Bayern München vs Arsenal FC and AS Roma vs FC Barcelona, followed by Olympique Lyonnais vs Chelsea FC and Paris Saint-Germain vs VfL Wolfsburg on Wednesday.

The partnership will provide PlayStation with additional branding opportunities as well as digital and on-site fan activations.

PlayStation becomes UEFA Women’s Football’s tenth partner alongside adidas, EA Sports, Euronics, Grifols, Heineken, Hublot, Just Eat Takeaway, PepsiCo and Visa.