With younger fans increasingly consuming football through non-traditional channels, Sony Interactive Entertainment wanted to strengthen its PlayStation brand sponsorship of the UCL by creating a new platform that would act as the go-to destination for this new age of global fan culture.
By blurring fantasy with reality, VIK deals were secured with 24 global football and gaming creators to deliver the ultimate football platform “for the players”, amassing over 84m non-paid organic views with an average view time of seven minutes on hero content.
Broadcast live on YouTube the day after the 2019 UEFA Champions League final in Madrid, the PlayStation F.C. Final became the biggest live global creator campaign in the world.
Working collaboratively with these global publishers, PlayStation F.C. Final reached the top trending videos on YouTube Gaming and Sport and SIE saw a global 6% YOY increase in sponsorship awareness amongst its target audience of 13-24yo fans.