Sony Ericsson Signs Football Tie-up
Sony Ericsson is to sponsor Absolute Radio’s Summer of Football podcasts and radio shows starring David Baddiel and Frank Skinner.
The tie-up forms part of a multi-million pound investment by Sony Ericsson to position itself as the handset brand of the 2010 FIFA World Cup.
It marks a change in strategy for the brand, which has previously favoured associations with music events over sports.
Richard Dorman, senior marketing manager, at Sony Ericsson UK and Ireland, said: ‘Sony Ericsson has not traditionally spoken to football fans but this sponsorship will build our relationship with both hardcore and casual football fans, which will develop as we get closer to the tournament.’
Absolute Radio is increasing its presence in football after recently winning a package of radio rights to cover live Premier League games from the start of next season – the first time it has held the rights to such content.
