Sony Ericsson In Csr Tennis Push

Sony Ericsson has become the latest sport sponsor to embrace corporate social
responsibility programmes incorporating a major push on such activity into the
mobile brand’s title sponsorship of the WTA Tour.

In partnership with the WTA, Sony Ericsson has struck a deal with women’s
rights group UNESCO which will provide the platform for a number of marketing
opportunities that will benefit the charitable organisation.

Sony Ericsson will use US tennis player Venus Williams to front the campaign
which will see women’s leadership and gender equality issues promoted across the
globe at all WTA Tour events.

The move marks the first time the UNESCO charity has partnered with a sports
property. Among the elements of the CSR strategy include the creation of
WTA/UNESCO Fund with an initial endowment of €200,000 as well as the creation of
mentoring and fellowship programmes featuring some of the leading players on the
WTA Tour.