The two brands, which along with Amstel and Mastercard make up the primary commercial partners of the tournament, have signed up to extend their association with European soccer's premier competition until the end of the 2005/06 season.
Both deals were done with UEFA's commercial rights partner, TEAM Marketing. No financial details of the agreements were announced.
Commented Sony Computer Entertainment Europe’s vice president of marketing, David Patton: "PlayStation's involvement with the UEFA Champions League has served us well over the past 5 seasons and has significantly assisted in promoting the PlayStation brand, boosting awareness and image levels across the whole of Europe and beyond.
"The UEFA Champions League is an extremely powerful communications tool and has been a cornerstone of PlayStation's communication strategy since 1997, during which time the stature of the competition has increased along with the PlayStation user base.
"Sony Computer Entertainment are entering a new era and the UEFA Champions League provides a solid foundation for our plans in Europe."
The agreement is part of Ford’s Destination Football programme, which underlies all of the automotive brand’s European football sponsorship deals.
TEAM Marketing confirmed to sportbusiness.com
Ford and Sony Playstation have both renewed their sponsorship deals with the UEFA Champions League for a further three years.
