Sony Ericsson is thought to be announcing a two-year
extension of its sponsorship of women's tennis this morning, although it is
scaling back its financial commitment.
The
mobile phone maker is in the final year of a $88m six-year deal with the
Women's Tennis Association for its 53-event programme, called the Sony Ericsson
WTA Tour.
As part of the new two-year deal the company will drop it's
identity from the tour's official title. The WTA is also reportedly looking for
an alternative sponsor for its year-end championships.
Aldo Liguri of Sony Ericsson said the new deal would help the
company pursue its turnround agenda, particularly by pushing its global digital
branding. The company, which sponsors tennis player Maria Sharapova, and will
be involved in Sony's sponsorship of the Fifa World Cup, has no plans for other
sponsorship.