Nissan Collaborates with PlayStation to Bring VR Racing to UEFA Champions League Final

Nissan, which is the Official Global Automotive Sponsor of the UEFA Champions League, brought more excitement to the 2016 Final in Milan, by joining hands with another sponsor, PlayStation. The company set up a booth at a Fan Festival site at Piazza Castello where gaming fans had the chance to participate in the immersive and exciting virtual reality experience of driving the new 2017 Nissan GT-R through the streets of Milan. They were able to do this using PlayStation®VR (PS VR) , the next level of the virtual reality system which is scheduled to be officially launched in October 2016.

Seven PlayStationVR headsets were available at the booth for football fans to enjoy a thrilling ride through the Milan neighborhood, followed by a detour around the renowned Autodromo Nazionale Monza racetrack and finally arriving with a bang at the iconic San Siro stadium – the venue for the 2016 UEFA Champions League Final, all in virtual reality.

Nissan also offered fans the opportunity to become a Center Circle Carrier, and enjoy the spotlight by becoming the person to carry the iconic black and white UEFA flag onto the pitch before kick-off in all UEFA Champions League matches.

Talking about the marketing initiatives to reach out to the fans, Jean-Pierre Diernaz Vice President, Marketing – Nissan Europe said that the UEFA Champions League Final in Milan marked the climax of a really exciting and progressive second season as the Official Global Automotive Sponsor of the UEFA Champions League. The company made it a point to have exciting campaigns for fans throughout the season. Activations ranged from having Nissan ambassadors surprising fans on the street, to fans becoming center carriers on the San Siro pitch.

He concluded, “The program culminated in Milan, with two of the most exciting teams in world football going head to head. We reached the climax of our second season as UEFA partner, but it marks the start of our ambition to explore excitement further, whether that’s through the effects of our cars or through our other partnerships in the world of sport. Watch this space.”