From Sega Retro

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.


American Football


  • Sega Sports @ Centerfield[1]


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



1993 Vuelta a España ("Regularidad" Classification)

Sega was the official sponsorMore...[2] of the "Regularidad" Classification in the 1993 Vuelta a España. To promote the brand, Sega Spain transformed a big truck with a cargo space of 13,5 x 6More...[2] meters 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.


Main article: Sponsorships/Football.


  • 1992 LPGA Sega Women's Championship (1992)

Ice Hockey

  • 6th NHL Breakout Tour (US; 2000)[4]
  • Whitley Warriors (UK; 2015-2016)

1992 Summer Olympics (Barcelona)

Sega was one of the official sponsors[5]More...[6]More...[2] of the 1992 Summer Olympic Games which were celebrated in Barcelona from July 25 to August 9, 1992.

Formerly considered a "danger" for the concentration of athletes, video games were used for the first timeMore...[7] as an entertainment for them in the 1988 Summer Olympics, in Seoul, capital of South Korea, when in an experiment, the International Olympic Committee installed a few consoles and games in the Olympic Village to entertain the athletes.

With the sucess of the experiment, the International Olympic Committee elected Sega Spain as an official sponsor and one of the several providers of entertainment for the 1992 Summer Olympic Games in Barcelona.

Sega set up a 550 m²More...[8] venue in The Olympic Village of Poblenou (La Vila Olímpica del Poblenou) divided into five zones (one for athletes only) equipped with 200 Sega Mega Drive Consoles, 60 Sega Game Gear consoles, and 11 arcade cabinets distributed across them.

Despite not being the only entertainment available to athletes and visitors in the Olympic Village, since it was equipped with a cinema, a discotheque, a Scalextric slot car racing track, Karaoke, bars and even had a beach nearby, the venue was a favourite among athletes and visitors with the special arcade cabinet R-360 becoming such a hit that caused enormous queues and forced Sega Spain to implement a minimum of plays per person to avoid conflicts as all the cabinets were put in "free play" mode.

With an attendance of 500 visitors per day, one of the most illustrious of them, in addition to the athletes, was Su Majestad el Rey de España (His Majesty the King of Spain) Felipe VI of Spain (at the time the Prince of Asturias) which was a fervorous fanMore...[9] of the special arcade cabinet R-360, and eventually became an expert in it (he is an aircraft pilot formed in the Spanish Air Force Academy Academia General del Aire in Murcia, Spain).

According with an interviewMore...[8] conducted by Spanish magazine Ultima Generacion to George TaylorMore...[10] (George Paul Taylor, Senior Operation Manager at Sega Amusements Spain S.L. from 1995 to 1997), Mario CotzaMore...[10](Managing Director) and Angél G. GallegoMore...[10] (Sales Manager) of Sega Amusements Spain S.L. in July 1995 the experiment paved the way for Sega to open Sega Park arcade venues in Spain, with the first of them, the Sega Park Madrid, opening on October 19, 1995.

Sega games/arcade cabinets featured


Main article: Sponsorships/Motorsports.

Film and television

¡¡Al Ataque!! (¡¡Te Pillé!!, bloopers segment; 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 promotional opening 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 ultimately finish with a Sega promotional ending in which a Sega Mega Drive, a Sega Master System II and a Sega Game Gear were publicized with the slogan ¡¡Píllalas!! (Catch 'Em!!).

Sega consoles and products were also used occasionally by comedian actors during their performances in the sketches, to promote Sega's brand even further.

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.


Existenz DVD UK Box.jpg


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.


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



Virtual 2!M - Realidad Virtual & Vision en Relieve (Madrid 1993)[13]

The Virtual 2!M[14][15] was an event focused on Virtual Reality and Electronic Art, organized by the Spanish technology company Realidad Virtual S.L. (founded in 1991[16] 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[15] by Alejandro Sacristán (a member of the legendary Madrilenian electronic band Aviador Dro[17][18][19][20] 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 Virtual Reality, Augmented Reality, Stereoscopy and the 90s Cyberculture movement since 1992, and is currently a curator of the festival Artfutura as well as a columnist for popular science magazine Muy Interesante) 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[14]).

With a cost of 45,000,000[13] pesetas and held as part of the festivities of "Dos de Mayo" (May 2, Madrid's Community Day[21], hence the name of the event) the event was backed by the Council of Education and Culture of Madrid and many other companies including SegaMore...[22] (Sega Spain), which set up two booths equipped with thirty Sega Mega Drive consoles in two of the eight[14] zones of the venue (Zone 2 and Zone 8), to entertain the visitors of the event (a total of sixty consoles).

Floor plan

External links


  1. Press release: 2000-03-23 Sega Sports Announces Exclusive Deal With San Francisco Giants for Pacific Bell Park
  2. 2.0 2.1 2.2 Mega Sega, "xxxx 1993" (ES; 1993-xx-xx), page 10
  4. Press release: 2000-03-15: Sega Sports to Sponsor Sixth Annual NHL Breakout 2000 Tour
  5. Press Release: 1992-07-24: Mil opciones para el ocio
  6. Hobby Consolas, "Septiembre 1992" (ES; 1992-xx-xx), page 20
  7. Mega Force, "Agosto 1992" (ES; 1992-xx-xx), page 12
  8. 8.0 8.1 Última Generación, "Julio/Agosto 1995" (ES; 1995-xx-xx), page 108
  9. Hobby Consolas, "Septiembre 1992" (ES; 1992-xx-xx), page 24
  10. 10.0 10.1 10.2 Última Generación, "Julio/Agosto 1995" (ES; 1995-xx-xx), page 105
  11. Mega Sega, "xxxx 1993" (ES; 1993-xx-xx), page 9
  13. 13.0 13.1 Press Release: 1993-04-28: Paseo por un paisaje irreal
  14. 14.0 14.1 14.2
  15. 15.0 15.1
  21. File:Madrid Bullring Arena Dos de Mayo Festivities ES Bullfight Ticket.jpg
  22. Mega Sega, "xxxx 1993" (ES; 1993-xx-xx), page 8
  23. Azar, "Julio 1987" (ES; 1987-07-08), page 94