Sony Computer Entertainment
America Supports Action Sports Through Sponsorship of ESPN X Games 11
Action Sports and Videogames
Enjoy Market Expansion and Increasing Popularity
FOSTER CITY, Calif., Aug. 2, 2005
Sony Computer Entertainment America Inc. announces its sponsorship of ESPN X
Games 11, demonstrating the company’s continued commitment to action sports.
Sony Computer Entertainment America will have a highly visible presence on-site
at this year’s X Games, which will attract thousands of action sports
enthusiasts to the Los Angeles area from August 4-7 to watch athletes compete in
five sport categories, including BMX Freestyle, Moto X, Skateboard, Surfing and
Wakeboard.
As an X Games associate sponsor for
the fifth year in a row, Sony Computer Entertainment America benefits from
widespread on-air presence including more than 100 advertising spots on ESPN and
ABC during the 18 hours of original programming during the four days of
competition telecast live on ESPN and ABC. The sponsorship also includes
category-exclusive brand representation in ESPN The Magazine, full-page,
four-color ads in the on-site program, substantial signage and hospitality
opportunities during the event, and full-service banner rotation throughout both
ESPN.com and EXPN.com Web sites.
Sony Computer Entertainment America
will bring PlayStation(R) attractions to multiple X Games venues, branded
advertising will grace the competition arenas, and PlayStation-sponsored action
sports athlete Shaun White will participate in two X Games competitions as well
as an autograph session at the PlayStation Tent at STAPLES Center.
"As a sponsor of the X Games, it’s
exciting to see the increasing popularity of action sports, a true testament to
the caliber of athletes who push themselves to the limits in their sport," said
Sharon Shapiro, senior director, promotions and sports marketing, Sony Computer
Entertainment America. "PlayStation has seen a similar expansion over the years
and we look forward to seeing X Games consumers and athletes interact with the
latest PlayStation products throughout the event."
For the third year in a row,
PlayStation-sponsored athlete Shaun White will compete at the X Games. Known
mostly for skills on the slopes where he has compiled four Winter X Games medals
in Snowboarding events, White will compete in two Skateboarding events, Vert
Men’s and Vert Best Trick. Sony Computer Entertainment America will host White
at the PlayStation Tent at STAPLES Center for an autograph session on Saturday,
August 6 from 5:30 p.m. – 6:30 p.m. The PlayStation Tent at the STAPLES Center
also features PlayStation(R)2 computer entertainment system kiosks and a PSP
Street Team who will be giving consumers hands-on time with the new PSP(TM) (PlayStation(R)
Portable) entertainment system.
When taking a break from the X Games
competition, consumers can also head over to The Home Depot Center, home to the
newly redesigned PlayStation(R) Experience. The 77-foot mobile videogame arcade
features a new PSP Bar, as well as a competition stage, Gran Turismo(TM)4 Pit
and EyeToy(TM) Zone. Even athletes can get into the action with interactive
kiosks in the athlete and VIP lounges, where they can fine-tune their eye-hand
coordination before entering the spotlight. These PlayStation attractions will
feature the latest and soon to be release titles for the PlayStation(R)2
computer entertainment system and PSP system including EyeToy: Play 2(TM), Jak
X: Combat Racing(TM), Sly 3: Honor Among Thieves(TM), Ratchet: Deadlocked(TM),
ATV Offroad Fury(R): Blazin’ Trails, Hot Shots Golf: Open Tee(TM), Wipeout(R)
Pure, Twisted Metal(TM): Head-On, and MediEvil Resurrection(TM) – ESRB ratings
RP-T. For more information about the X Games and event schedules, please visit
www.expn.com.
