Sega sign sponsorship deal with Double winners

Sega have signed a three-year sponsorship deal with Arsenal, ending the Gunners' 18-year association with electronics company JVC. The deal, thought to be worth some £12 million, will no doubt involve Arsenal sporting the Dreamcast logo on their shirts.

Jean Francois Cecillion, chief executive officer of Sega Europe said: "Arsene Wenger has developed one of the most successful and entertaining teams in Europe. That, combined with its traditional values, has made Arsenal a world famous club. The main Arsenal fan profile is 16-30 and this matches Sega Europe's customer base. Together with Arsenal we will launch our new Dreamcast product in the UK and throughout Europe."

David Dein, chairman of Arsenal said: "These are exciting times at Arsenal and this new sponsorship deal with Sega Europe positively drives the club into the next millennium. Dreamcast is an innovative product and its association with Arsenal will ensure it becomes a market leader." Or at least second in the league... Dreamcast launches in Europe on September 23.