Sponsorships

Ayrton Senna holding a Sonic the Hedgehog-shaped trophy after winning the Formula One 1993 European Grand Prix. Sega sponsored the whole event in addition to sponsoring the (winning) Williams team that season.

Over the years, Sega has sponsored many events and services in order to further market its brand or products. Typically, companies such as Sega would invest money in a sponsee, allowing them to fund their activities, in exchange for a prominent display of the brand or products Sega were trying to advertise.

The following lists instances where this has occurred. Not included are cases where Sega has helped established a venture (such as GameWorks or SegaWorld London), only to withdraw their name later on.

Sports

Baseball

• Sega Sports @ Centerfield

Basketball

Levallois Sporting Club Basket (France; 1993/1994??)

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  Levallois Sporting Club Basket team (1993/1994 Season), standing, from left to right: unknown man, assistant coach Sylvain Lautié, #7-Patrick Cham, #9-Michael Brooks, #15-Patrick Plantier, #12-Richard "Rick" Doyle, #8-Christian Garnier and head coach Jacques "Jacky" Renaud, crouching, from left to right: #14-Terence Stansbury, #11-Frédéric "Freddy" Hufnagel, #10-Michel Wachowiak, #6-Laurent Sénéchal and #5-Éric Fleury

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  Michael Brooks of Levallois Sporting Club Basket blocks American professional basketball player Marcus Webb of Pau-based French professional basketball club Élan Béarnais, during a match of the 1993/94 Season of LNB Pro A, the top-tier level men's professional basketball league in France (Patrick Cham in the background)

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  Patrick Cham

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  Terence Stansbury

Merchandise

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Cycling

• Laurent Fignon, Tour de France (1993)
• The Sega British BMX Racing Championships 1990

1993 Vuelta a España ("Regularidad" Classification)

Sega was the official sponsor of the "Regularidad" Classification in the 1993 Vuelta a España. To promote the brand, Sega Spain transformed a big truck into an itinerant booth equipped with several Sega Mega Drive consoles for kids to play at no charge, which toured by all the 21 stages of the Vuelta a España, spreading joy among Spanish children.

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  French professional road racing cyclist Laurent Jalabert third classified of Stage 4 (A Gudiña-Salamanca) of the 1993 Vuelta a España receives the Blue Jersey (currently Green Jersey) for leading, after four stages, the overall "Regularidad" Classification (April 29, 1993)

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  Each winner of the "Regularidad" Classification received a Sega Mega Drive console as prize

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  Laurent Jalabert

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  Swiss professional road racing cyclist Tony Rominger receives the Blue Jersey, at the end of Stage 18 (Cangas de Onís-Gijón) of the 1993 Vuelta a España, for leading, after eighteen stages, the overall "Regularidad" Classification (May 13, 1993)

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  Final results of the 1993 Vuelta a España "Regularidad" Classification of which Sega was the official sponsor (May 16, 1993)

• Coverage of Stage 1 (A Coruña– A Coruña) of the 1993 Vuelta a España on TVE1 Spanish television channel

• Coverage of Stage 21 (Padrón-Santiago de Compostela) of the 1993 Vuelta a España on TVE1 Spanish television channel

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Football

Main article: Sponsorships/Football.

Golf

• 1992 LPGA Sega Women's Championship (1992)

Ice Hockey

• 6th NHL Breakout Tour (US; 2000)
• Whitley Warriors (UK; 2015-2016)

Motorsports

Main article: Sponsorships/Motorsports.

Film and television

¡¡Al Ataque!! (¡¡Te Pillé!! sketch, 1992/1993)

In Spain, Sega sponsored the bloopers segment ¡¡Te Pillé!! (Catch Ya!!) of the Spanish sketch, talk, comedy, variety show ¡¡Al Ataque!! (Attack!!), which ran on Spanish television channel Antena 3 from September 29, 1992 to July 6, 1993 and was hosted by Spanish Journalist Alfonso Arús Leita.

The segment would start with an exclusive Sega advertising introduction featuring the title of the segment ¡¡Te Píllé!!, the host of the show Alfonso Arús Leita would then promote the brand giving an insight about Sega and its products while one of his assistants played a game on a Sega Mega Drive, the segment would ultimatelly end with a Sega advertising ending in which a Sega Mega Drive and a Sega Master System II were publicized with the slogan ¡¡Píllalas!! (Catch Them!!).

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  Alfonso Arús Leita, the host of the show

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  A guest of the show plays World Cup Italia '90

Existenz (1999)

Sega sponsored David Cronenberg's 1999 film, Existenz, featuring Jennifer Jason Leigh and Jude Law. Dreamcast Kiosks were featured at the launch party.

The UK VHS and DVD releases of the film contain special Dreamcast-related material.

VHS, UK

DVD, UK
Cover

Music

Phoenix Festival 1997

Sega and the Sega Saturn sponsored the 4-day Pheonix Festival (held in Long Marston, Stratford-Upon-Avon in the United Kingdom) between the 17th and 20th July, 1997.

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Exhibits

Hollywood Cars (Barcelona, Madrid, Booth 5 - Batcave; 1993)

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  The logo of the event

• ES Promotional Video

Barcelona

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  Estació del Nord in Barcelona (1993)

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  The entrance to the "Hollywood Cars" exhibition at the Estació del Nord in Barcelona (1993)

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  The entrance to booth 5 (Batcave) at Estació del Nord in Barcelona, which was officially sponsored by Sega in both the Barcelona and Madrid editions of the "Hollywood Cars" exhibition in 1993

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  Legendary custom car builder/designer/collector Jay Ohrberg of Jay Ohrberg's Hollywood Cars (formerly Jay Ohrberg's Star Cars), licensor of the event, at Estació del Nord in Barcelona during the "Hollywood Cars" exhibition in 1993

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  Jay Ohrberg

Virtual 2!M - Realidad Virtual & Vision en Relieve (Madrid 1993)

The Virtual 2!M was an event focused on Virtual Reality and Electronic Art, organized by the Spanish technology company Realidad Virtual S.L. (founded in 1991 by José Antonio Mayo, a Spanish science journalist specialized in arts and new technologies, who was co-director of the digital culture and creativity festival Artfutura from 1994 to 2000) a subsidiary of Madrid-based Spanish multinational telecommunications company Telefónica S.A, and directed by Alejandro Sacristán (a member of the Madrilenian electronic band Aviador Dro since 1980, a year after its formation in 1979, and an Expert in Virtual Reality and immersive digital content, he was a pioneer in the first wave of the 90s Cyberculture movement since 1992, and is currently a curator of the festival Artfutura) which was held from May 2 through May 15, 1993 in a 1000 m² tent located in the Paseo (boulevard) de San Francisco de Sales, in Madrid (a tent previously set up for the celebrations of the V Centennial of the city of Madrid in 1993).

With a cost of 45,000,000 pesetas and held as part of the festivities of "Dos de Mayo" (May 2, Madrid's Community Day, hence the name of the event) the event was backed by the Council of Education and Culture of Madrid and many other companies including Sega (Sega Spain), which set up two booths equipped with thirty Sega Mega Drive consoles in two of the eight zones of the venue (Zone 2 and Zone 8), to entertain the visitors of the event (a total of sixty consoles).

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  The logo of the event

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  Sega's booth at Zone 8 of "Virtual 2!M"

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  Realidad Virtual S.L. Founder and Director José Antonio Mayo, one of the organizers of the event

Floor plan

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External links

• www.aliencenter.de/nuclearsi (Official website of the Madrilenian electronic band "Aviador Dro")
• "Amor Industrial" ("Industrial Love") Original Version, 1983 by Madrilenian electronic band "Aviador Dro" at www.youtube.com