- Brandweek, Wednesday, August 30, 2006 1:15 PM
Sony Ericsson Mobile Communications will again sponsor a top tennis tournament. The electronics marketer has signed a four-year, $20 million deal to become the title sponsor of the Nasdaq-100 Open
tennis tournament, formerly known as the Lipton International. Prior to its merger with Sony, Ericsson served as the tournament's title sponsor from 1999-2002, when Nasdaq assumed sponsorship. The
first Sony Ericsson Open will be played in March 2007, and the agreement calls for the company to have on-court brand presence, global advertising and promotional rights. Sony Ericsson, which has been
the global title sponsor of the Women's Tennis Association since 2005, will use the new deal as a platform to further develop its brand profile in the Latin and North American regions. "Two years ago,
we signed our first-ever global sponsorship deal with the WTA. This partnership has proven to be successful in allowing us to grow our brand presence on an international scale," says company spokesman
Dee Dutta. "This success encouraged us to expand our involvement in professional tennis and to look at ways in which we could appeal to wider audiences, including those that follow the men's game."
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