Among the English-speaking media, it often gets forgotten just how much of a juggernaut PlayStation is outside of the USA and UK, but the brand is an absolute beast – particularly in continental Europe. Ahead of the PlayStation 5’s launch, Sony’s looking to consolidate its position in Spain by signing a strategic partnership with Real Madrid, the reigning La Liga champions.
The club announced the partnership on its Twitter account, with the ominous trailer embedded below:
“Real Madrid and PlayStation have signed a strategic partnership for the Spanish market in a link-up through which the two parties aim to raise the standard and take the world of entertainment and sport to the next level,” a press release explains. “The agreement includes Real Madrid's men's and women's football first teams and the basketball team, as well as the whole PlayStation ecosystem, including PSVR and the digital services PlayStation Plus and PlayStation Now. Meanwhile, the partnership sees the new PlayStation 5 and PlayStation 4 become Real Madrid's official consoles.”
Sony’s brand is tightly intertwined with soccer, as it’s one of the principal sponsors of Europe’s flagship club football competition, the Champions League. It’s also the primary marketing partner of the FIFA franchise, meaning its consoles are shown in any commercials for the game. But with Real Madrid being one of the most famous teams in the world, this will only serve to strengthen its presence within the sport.
“We welcome PlayStation as Real Madrid's official console,” Real Madrid's director of institutional relations Emilio Butragueño explained. “The partnership between these two leading brands aims to offer our fans a connection platform between the club and the virtual world through new and unique experiences.”
To kick-off the partnership, Sony will be flogging an exclusive Real Madrid-themed PS4 Pro bundle, which includes a copy of FIFA 21 and various in-game extras. Exactly where it will take things from there remains to be seen, but we’re sure this won’t be the last we hear of this particular partnership.
[source twitter.com, via realmadrid.com]
Comments 24
Does it come with a Referee,VAR and penalties guarantee combo?
This comment was made by the forca Barca gang.
Nice , my favorite team and console
I guess this is where papa Perez,spent all this windows transfer money on.😏
Microsoft should start diverting more XSX to Catalonia 😉
Playstation. Golf. Madrid. In that order!
@Rob_230 Winner!
Must be how Real are saving on Gareth Bale's wages. Also can Sony do the same deal with Middlesbrough? The smoggie demographic remains untapped.
Microsoft goes into a strategic partnership with GameStop.
Sony goes into a strategic partnership with Real Madrid.
Interesting day in the business side of gaming.
As PlayStation sales start to decline in Barcelona...
oh, apparently they needed that VAR
So they have 99% market share in Spain already but decided to throw a load of money at it to reduce it to 50%. This sounds completely stupid. One of most popular teams also one of the most hated. Sometimes it’s best to avoid such tribal link ups. As immature as it is I have a full list of products I’ll forever refuse to use based on sponsors of old!
That’s the whole Barcelona fan base playing Xbox next gen!
@StonyKL
But they are also loved around the world and getting your brand around Asia, South America and the Middle East brings great growth potential, especially when connected to another brand of such quality.
I remember when PlayStation sponsored lower division French club AJ Auxerre, but this is the real deal (sorry)
What's soccer?
@ShaiHulud I do not know,but it sounds like a word that should not exist.
That box art is just as good as Fifa 21's.
If I was a Barcelona fan I would no longer buy the console just like I would not buy products from sponsors of rival football teams.
@blacklivesmatter
Really? These are just companies you know. Boycotting products because they have sponsorship arrangements with other companies is a little childish isn’t it? I mean, unless they support a political cause which you considered socially damaging and insulting to your values, I don’t see why it should matter.
I can’t believe you would seriously not buy something because they were sponsored by an electronics company making consumer entertainment products, or not buy said products because they decided to sponsor a “rival” football club!
As a Spurs fan, i still bought a Dreamcast when Sega sponsored the Gooners... so yeah, any one seriously considering boycotting something as it sponsors a team you dont like, is just plain weird....
@ShaiHulud A British word that Americans also adopted 😉
So that's why 5 is white 😄
Partnership between two of the most corrupt brands ever.
@Agramonte they can probably just buy real Madrid
@edulanza10 who hurt you?
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