PHOENIX — The annual Fiesta Bowl game has a new sponsor: PlayStation.
In a press release Tuesday, the Fiesta Bowl said the multiyear deal not only gives the game a sponsor, but makes the console the official gaming and virtual reality sponsor of the College Football Playoffs.
“PlayStation’s commitment to creating unique and exciting experiences matches our desire to deliver one-of-a-kind events to fans each year,” Mike Nealy, the bowl’s executive director, said in the release.
This year’s game will be played by two at-large teams on Dec. 31 in Glendale at University of Phoenix Stadium.
The PlayStation sponsorship came about in part through a deal with ESPN.
“As leaders in entertainment and technology, ESPN and PlayStation share some of the most passionate fans in the world,” Ed Erhardt, president of ESPN Global Sales and Marketing, said.
“The demographic drawn to PlayStation also consumes ESPN content, and the Fiesta Bowl is an excellent vehicle to reach those passionate college football fans.”
The agreement between PlayStation and ESPN will also include other programming throughout the year.
The bowl was sponsored by Tostitos for 18 years, but that agreement was ended in 2014. The game was sponsored by Vizio for one year and, last year, obstacle-course race organizer BattleFrog took over.
The Fiesta Bowl is part of a rotating group of bowl games that determine the annual college football national champion.