Sony Renews ESPN X Games Sponsorship
Sony Computer Entertainment America has renewed its sponsorship of ESPN’s annual X Games competition, with its PlayStation Experience truck ready to roll when the competition commences this week.
X Games 13, featuring events such as skateboarding, surfing, BMX freestyle, Moto X and rally car racing, will take place Aug. 2-5 at The Home Depot Center and the Staples Center in Los Angeles.
Fans attending the X Games competition can sample the latest Sony video games in the PlayStation truck at The Home Depot Center. The 77-foot mobile video game arcade sports a gaming area with a 52-inch LCD screen and plush leather chairs. PlayStation attractions will include recent releases and soon to be released titles, including “Ratchet & Clank Future: Tools of Destruction,” “Folklore,” “Motorstorm,” “Parrapa The Rapper” and “SingStar Pop.”
“Our sponsorship with ESPN reinforces our already dominant presence within the action sports market and provides us with another excellent opportunity to promote the PlayStation brand to our target audience,” said Donna Armentor, senior promotions manager, Sony Computer Entertainment America, in a statement.
ESPN’s X Games primarily appeals to a distinctly younger audience with a target demographic of males 18-34 years old. Last year’s competition drew nearly 140,000 spectators to the live events.
For more coverage on event marketing
