Sony Computer Entertainment America has signed to sponsor the 2003 Sprite Liquid Mix Tour and the ESPN X Games to pitch PlayStation 2 to music and sports fans.
The 20-city Liquid Mix Tour began Aug. 14 in Denver and runs through Sept. 14. Foster City, CA-based Sony hosts a PlayStation 2 Urban Playground, where professional BMX bikers perform stunts during each seven-hour concert festival, and lets fans sample PlayStation 2 games at the Blockbuster Video Gaming Lounge. Sony also sponsors Ozzfest, Vans Warped Tour and other concerts this summer.
This week, Sony wrapped up its multimillion-dollar sponsorship of the ESPN X Games and will appear through Aug. 22 on ESPN’s rebroadcast of the Aug. 14-17 games. Sony’s PlayStation 2 Touring Attraction brought 31 gaming kiosks for sampling; a sweeps awarded free sessions at Point X Camp, a PlayStation-sponsored sports training camp, a PlayStation system, and games.