As we all know, PlayStation has long dominated the console market in Europe. More specifically, Sony's systems are nigh untouchable in countries like France and Germany — hugely important regions that often get overlooked, while so much emphasis is put on commercial trends in English-speaking markets, like the USA and the UK.
There are obviously a lot of contributing factors to PlayStation's success in Europe, but on a foundational level, the company's always been front-footed when it comes to visibility through partnerships. For decades, it's partnered with the UEFA Champions League — pretty much the most prestigious football (or soccer, for you Americans) competition in Europe. And now, it's renewed that partnership ahead of the upcoming 2024/25 season.
It's a fairly big deal, because the next Champions League is literally going to bigger than ever before. The tournament's undergone a rather significant overhaul, as it welcomes a total of 36 teams to a new league structure, before progressing to knockout rounds a lot later than usual. Basically, there's just going to be more Champions League. More teams, more matches, more TV coverage. And by extension, more marketing for Sony and PlayStation.