SCEE has launched a promotion offering PlayStation Plus subscribers an extra 3 months free when they purchase a 12 month subscription.
The promotion is live on the UK and European PlayStation Store now for £39.99/49.99 EUR.
It isn't currently clear whether the promotion will be available in other territories.
The offer follows GAME's PlayStation Plus price cut last week, which discounted a 12 month PlayStation Plus subscription to just £19.99.
An ad inside the digital edition of Total Film also suggests that those who redeem a membership will be granted 90 free days - which might provide an even better deal for those who snapped up a code from GAME.
Sony's aggressive promotional activity of PlayStation Plus is likely linked to PlayStation 4's release later this year, when Sony will hope to have a large subscription base ready to take advantage of the console's advanced online capabilities.
Sony's remaining coy, however, over exactly how the service will tie in with its upcoming console.
Source: Sony Entertainment Network