Press release: 1997-05-15: Sega's Summer Sponsorships of Sports, Games and Rock 'n' Roll

This is an unaltered copy of a press release, for use as a primary source on Sega Retro. Please do not edit the contents below. Language: English Original source: Sega Europe (archived)

SEGA'S SUMMER SPONSORSHIPS OF SPORTS, GAMES AND ROCK 'N' ROLL

15th May, 1997

Sega is ensuring that its Saturn games console remains 'front of mind' amongst prospective customers throughout the summer with a red-hot sponsorship programme.

The multifaceted campaign, which starts in June, features a number of high profile events including the Phoenix Music Festival and a tie in with the Beavis and Butt-head Do America movie. The sponsorship programme also takes in a number of high profile sporting events including the British In-line Skating Festival, British Touring Car Championships, the extraordinary Wildman Triathlon series and the world-famous Isle of Man Production TT motorbike racing extravaganza.

The summer programme has been designed to back specific game launches and raise the Saturn's profile amongst the core youth market.

"This exciting initiative will link Sega with some of the biggest names in the music and action sport worlds. All share our prime target market of 12 - 25 year olds", comments Jo Bladen Sega's UK Marketing Director.

Details of Sega's summer sponsorship programme follow:

* The Phoenix Festival Sega is joining forces with top music stars including Jamiroquai, David Bowie, Gabrielle, Texas and others to make this year's Phoenix Festival the best yet. Taking place between 17th - 20th July, the festival is one of summer's unmissable events attracting thousands of music fans.

As part of the sponsorship package, Sega will give revellers the chance to try out its latest games. The Saturn Challenge Bus and Saturn demo units will be positioned around the venue. There will also be a Sega Saturn VIP tent for stars to enjoy the latest games.

* Beavis and Butt-Head Do America

Sega has linked up with Beavis and Butt-Head Do America - this summer's youth film smash. A summer promotional roadshow will target the youth and student market by visiting clubs and rock venues throughout the UK including the Tribal Gathering summer festival.

Sega branding will be featured on over 1 million promotion leaflets and Saturn consoles will be offered as prizes in a series of competitions at each venue.

The feature-length animated movie, starring MTV's cult characters, has taken a phenomenal $50 million in the USA and is expected to repeat its success in the UK.

* Isle of Man Production TT Races

Sega is also sponsoring the Isle of Man Production TT races taking place from 4th - 8th June.

The sponsorship deal follows the release of Manx TT Superbike, Sega's best-selling bike racing simulation videogame. As part of the initiative Sega gets massive track-side branding and a named race giving access to millions of TV viewers around the world.

* The British Touring Car Championships

Ahead of the autumn launch of Sega Touring Car exclusively on Saturn, the company has agreed to back the 1997 British Touring Car Championships. The deal includes extensive trackside and programme advertising as well as opportunities to site the Saturn Challenge Bus. Extensive TV and press coverage is expected.

* The Wildman Triathlon - a battle of the fittest

Sega is throwing down the gauntlet to the nation's adventure seekers with sponsorship of the Wildman Triathlon challenge. The series starts on 6th July and involves the gruelling sporting triathlon test of swimming, mountain biking and a cross-country. Sky Sports will be covering the event and BBC TV is planning to film a documentary.

* British In Line Skating - Sega gets 'extreme'

Sega is boosting Britain's fastest-growing street sport with sponsorship of the British In-Line Skating Festival. The Sega-backed events will showcase the nation's fastest-growing craze. A tour of UK cities starts on 1st June and ends with a national final in Sheffield in August.

Thousands of visitors are expected at the carnival-like events, which will feature local radio DJs, the Bauer In-Line Skating Team and BMX stunt riders.

* 'Try before you buy' - the Sega Challenge Tour The Sega Saturn Challenge Bus will taking part in a nation-wide tour giving games fans the opportunity to try the company's latest games for free before they buy.

The challenge team will be visiting shopping centres, local radio road shows, festivals, exhibitions and numerous special events. Thousands of fans are expected to take part in the challenge throughout the summer.

Further information:

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