Sony Ericsson aligns sport sponsorships with smartphones

Sony Ericsson will use its sponsorship of sport and tennis events to push its soon to launch PlayStation smartphone, the Xperia Play.

/g/f/t/XperiaPlaySonyEricsson.jpg

The phone manufacturer currently sponsors the UEFA Champions League and the Sony Ericsson Open tennis tournament in Miami.

Head of global marketing partnerships Stephan Croix says the company’s sports sponsorships will help achieve the brand’s focus for 2011: to define the Xperia range as the “most entertaining smartphones in the market”.

He adds: “Our sport sponsorships allow us to promote our phones in a subtle and authentic way to our fanbase. Our promise to fans is to enrich their experience during the game but also before and after.”

Earlier this week the company launched Xperia Hot Shots, a web-based TV show that aims to build the profile of six up-and-coming female tennis players.

Xperia Hot Shots aims to develop engagement with Sony Ericsson’s 3.9 million fans on Facebook and YouTube users. It will also drive further partnerships with entertainment brands and celebrities.

Croix says there are also plans to produce a game for the Xperia Play that will involve the characters of the web TV show.

He adds: “It would be another innovative and creative way to involve our sports sponsorship with a creative smartphone proposition.”

Sony Ericsson is also driving technology partnerships and has joined with Foursquare for the Sony Ericsson Open to offer fans access to tournament news, information and competitions.

The phone will come pre-loaded with a multiplayer version of FIFA 10 and there are plans to link more of the company’s football and tennis sponsorships with its Xperia range of smartphones.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here