Sony Ericsson will sponsor Absolute Radio’s Baddiel and Skinner daily podcasts throughout the tournament in the deal brokered by MEC Access.
The handset manufacturer will also sponsor a competition to send listeners to the tournament hosted in South Africa. The winners will record and upload video content via a Sony Ericsson handset, which will then feature on a bespoke campaign site.
Richard Dorman, senior marketing manager at Sony Ericsson UK & Ireland, said, “The deal enables Sony Ericsson to target consumers who get caught up in the excitement of the 2010 FIFA World Cup and brings the competition closer by providing the opportunity to access unique content, win an incredible prize and interaction with Baddiel and Skinner.”
The promotion will begin this month and run until July.
This story first appeared on www.nma.co.uk