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Tennis Sponsorship: WTA Tour signs new deal with Sony Ericcson
Published: 09/03/2010

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.



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