Platform: Dreamcast
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As part of their plan to launch the Dreamcast in Europe, SEGA created an official sponsorship with Arsenal FC (a British soccer club). The team wore Dreamcast branded shirts when they played in their home stadium, and SEGA branded shirts when they played away from home. Because of this, the club was mocked when they played against an Italian team, as 'sega' is an Italian derogatory slang term for masturbation.
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