April 8, 2014 – Sony Computer Entertainment America LLC (SCEA) today announced a partnership with Top Rank Boxing, the world’s leading boxing promotions company. As the Official Gaming Partner of Top Rank Boxing, the PlayStation® brand and the PlayStation®4 system (PS4™) will be highlighted at several of Top Rank’s premier events, including the highly anticipated World Welterweight Championship rematch between Manny Pacquiao and Timothy Bradley on April 12.
“We are thrilled to be the Official Gaming Partner of Top Rank, a brand that celebrates greatness by promoting some of the best boxers in the sport today matched up in the most exciting, epic bouts,” said Guy Longworth, SVP, PlayStation Brand Marketing at SCEA. “This new partnership will generate exposure for the PlayStation brand among boxing fans that Top Rank reaches around the world.”
The PlayStation brand will be featured through in-arena branding, trailer spots during event broadcasts in the United States, integration across Top Rank’s social and digital channels and more.
“With the successful launch of PS4, PlayStation is a very compelling brand among gamers around the world,” said Lucia McKelvey, EVP of Global Marketing, Top Rank. “This partnership is a perfect opportunity for two leading brands to join forces and capitalize on the excitement and global attention surrounding the sport of boxing and Top Rank’s premier events.”
Top Rank’s events are available live on Pay-Per-View, HBO, and UniMas, a part of the Univision Network. The company works with networks in more than 130 countries to broadcast its fights. In addition to Pacquiao vs. Bradley 2, one of the year’s biggest fights, the PlayStation brand will be integrated into the June 7 pay-per-view match-up at Madison Square Garden between three-division champ Miguel Cotto and reigning middleweight champ Sergio Martinez. Additional events to feature PlayStation integration include the May 17 bout between Juan Manuel Marquez and Mike Alvarado at the Forum in Los Angeles and several UniMas events.