The pan-European brief includes exploiting PlayStation's promotional rights as an official sponsor in the eight host cities to target the seven billion viewers expected to tune into the soccer tournament next June.
SCEE European Promotions Manager John Constantinou says: "As major sponsors of the first class domestic and European football, from the FA Premier League to the UEFA Champions League and Euro 2000, we are looking to leverage the natural link between the football fan and the PlayStation user."
The company aims to use Euro 2000 to help promote its next generation games console PlayStation 2, due to launch next year.
Sean Jefferson, Octagon's account director, says: "The PlayStation Generation is as interested in football as any other group; the difference is that they lead the way in terms of cultural trends. We will be using the biggest sports event in Europe next year to connect with this demanding consumer."
Copyright December 1999, Crain Communications Inc.