At first they wanted you to drink Sunkist. Then they wanted you to buy computers. For the longest time they wanted you to eat Tostitos. Then they wanted you to buy a TV. Next, they wanted you to shed all those soft drinks and chips, get away from the computer and TV and run a competitive obstacle course.
Now they’re over the obstacle course and want you back inside. Your choice of beverage and snack are up to you.
The Fiesta Bowl announced Tuesday that PlayStation has come aboard as the game’s new title sponsor. The game console represents the sixth title sponsor, and fourth in the past five years, for the bowl game that brought title sponsorship to college football’s postseason.
“The Fiesta Bowl is pleased to partner with PlayStation to present this year’s PlayStation Fiesta Bowl,” Fiesta Bowl executive director Mike Nealy said in a statement. “PlayStation’s commitment to creating unique and exciting experiences matches our desire to deliver one-of-a-kind events to fans each year.”
With the Fiesta Bowl now falling under the College Football Playoff umbrella, ESPN now manages all sponsorship negotiations -- which, not coincidentally -- also include Worldwide Leader airtime in addition to traditional bowl sponsorship mentions. Cue the ESPN corporate speak:
“As leaders in entertainment and technology, ESPN and PlayStation share some of the most passionate fans in the world. The demographic drawn to PlayStation also consumes ESPN content, and the Fiesta Bowl is an excellent vehicle to reach those passionate college football fans,” ESPN executive Ed Erhardt said.
Financial terms and length were not disclosed but, with this being a Playoff semifinal year for the Glendale, Ariz.-based bowl, the PlayStation contract figures to be a lucrative one.
