Sony Ericsson and The Sun score Dream Team tie-up deal

News International is teaming up with Sony Ericsson, the official mobile partner of the FIFA 2010 World Cup, to launch an online game under the banner The Sun World Cup Dream Team.

The game allows participants to manage a team of 11 World Cup players, with the chance to win £250,000 in cash.

The Sun World Cup Dream Team is set to launch on 19 May. It will be marketed through a series of branded promotions and editorial content in

The Sun newspaper that will run for the duration of the 2010 World Cup.

News International has created a World Cup mobile app for iPhone and Android, to boost awareness of the campaign and “make the 2010 tournament the first truly mobile-enhanced World Cup”.

The app will provide coverage of the 2010 World Cup in South Africa. The World Cup Dream Team game will be a vital part of the app and will feature the branding message “powered by Sony Ericsson”.

News International Commercial director of digital trading Alex Hole says: “Collaborations like this one with Sony Ericsson allow us to create closer connections with our passionate readers. Partnering with World Cup Dream Team cross-platform gives players the flexibility to enjoy the game on the go.”

The campaign was brokered by MEC.

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