Sony Computer Entertainment America Supports Action Sports Through Sponsorship of ESPN X Games 11

Action Sports and Videogames Enjoy Market Expansion and Increasing Popularity


Sony Computer Entertainment America Inc. announces its sponsorship of ESPN X Games 11, demonstrating the company's continued commitment to action sports. Sony Computer Entertainment America will have a highly visible presence on-site at this year's X Games, which will attract thousands of action sports enthusiasts to the Los Angeles area from August 4-7 to watch athletes compete in five sport categories, including BMX Freestyle, Moto X, Skateboard, Surfing and Wakeboard.

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As an X Games associate sponsor for the fifth year in a row, Sony Computer Entertainment America benefits from widespread on-air presence including more than 100 advertising spots on ESPN and ABC during the 18 hours of original programming during the four days of competition telecast live on ESPN and ABC. The sponsorship also includes category-exclusive brand representation in ESPN The Magazine, full-page, four-color ads in the on-site program, substantial signage and hospitality opportunities during the event, and full-service banner rotation throughout both and Web sites.

Sony Computer Entertainment America will bring PlayStation® attractions to multiple X Games venues, branded advertising will grace the competition arenas, and PlayStation-sponsored action sports athlete Shaun White will participate in two X Games competitions as well as an autograph session at the PlayStation Tent at STAPLES Center.

"As a sponsor of the X Games, it's exciting to see the increasing popularity of action sports, a true testament to the caliber of athletes who push themselves to the limits in their sport," said Sharon Shapiro, senior director, promotions and sports marketing, Sony Computer Entertainment America. "PlayStation has seen a similar expansion over the years and we look forward to seeing X Games consumers and athletes interact with the latest PlayStation products throughout the event."

For the third year in a row, PlayStation-sponsored athlete Shaun White will compete at the X Games. Known mostly for skills on the slopes where he has compiled four Winter X Games medals in Snowboarding events, White will compete in two Skateboarding events, Vert Men's and Vert Best Trick. Sony Computer Entertainment America will host White at the PlayStation Tent at STAPLES Center for an autograph session on Saturday, August 6 from 5:30 p.m. - 6:30 p.m. The PlayStation Tent at the STAPLES Center also features PlayStation®2 computer entertainment system kiosks and a PSP Street Team who will be giving consumers hands-on time with the new PSP™ (PlayStation® Portable) entertainment system.

When taking a break from the X Games competition, consumers can also head over to The Home Depot Center, home to the newly redesigned PlayStation® Experience. The 77-foot mobile videogame arcade features a new PSP Bar, as well as a competition stage, Gran Turismo™4 Pit and EyeToy™ Zone. Even athletes can get into the action with interactive kiosks in the athlete and VIP lounges, where they can fine-tune their eye-hand coordination before entering the spotlight. These PlayStation attractions will feature the latest and soon to be release titles for the PlayStation®2 computer entertainment system and PSP system including EyeToy: Play 2™, Jak X: Combat Racing™, Sly 3: Honor Among Thieves™, Ratchet: Deadlocked™, ATV Offroad Fury®: Blazin' Trails, Hot Shots Golf: Open Tee™, Wipeout® Pure, Twisted Metal™: Head-On, and MediEvil Resurrection™ - ESRB ratings RP-T. For more information about the X Games and event schedules, please visit

About Sony Computer Entertainment America Inc.

Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation® and PS one™ game console, the PlayStation®2 computer entertainment system and the PSP™ (PlayStation® Portable) entertainment system. The PlayStation 2 computer entertainment system is set to revolutionize the home entertainment market, offering the most compelling interactive content and the capability to be used as a network terminal in the coming broadband era. PSP is a new portable entertainment system that allows users to enjoy 3D games, with high-quality full-motion video, and high-fidelity stereo audio.

Recognized as the undisputed industry leader, Sony Computer Entertainment America Inc. markets the PlayStation family of products and develops, publishes, markets and distributes software for the PS one game console, the PlayStation 2 computer entertainment system and the PSP entertainment system for the North American market. Based in Foster City, Calif. Sony Computer Entertainment America Inc. serves as headquarters for all North American operations and is a wholly-owned subsidiary of Sony Computer Entertainment Inc.

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