MUMBAI: Sony Ericsson has announced that world number one women tennis player, Caroline Wozniacki, has renewed and extended her role as a global Sony Ericsson brand ambassador to support its Xperia smartphone portfolio.
The Danish tennis star has signed a deal that will extend her partnership with Sony Ericsson to 2013.
The off-court agreement expands the Wozniacki sponsorship from Danish-only to a worldwide contract. The endorsement renewal and extension will build on Sony Ericsson‘s long-term sponsorship of Wozniacki which began in 2007.
Sony Ericsson plans to leverage its partnership with Caroline Wozniacki across all of its tennis programmes, integrating her into marketing initiatives for its Xperia smartphone portfolio. This includes television advertising in select international markets, and expands her reach in digital and social media platforms. Caroline‘s image will be used in advertising and general promotional material and she will be involved in events for Sony Ericsson.
Wozniacki will wear the official Sony Ericsson WTA logo on her on-court attire and will also be involved in Sony Ericsson‘s new web-based TV show Xperia Hot Shots, which began in March this year.
Sony Ericsson Xperia Hot Shots follows the lives of six tennis players from the WTA as they travel the world on tour, helping them to realise their dreams by giving them exclusive access to the worlds of music, film, gaming and fashion. At the end of the year, the player that has generated the most support on Facebook will win a Sony Ericsson support deal. Wozniacki will be incorporated into video content with the Xperia Hot Shots as one of the big stars on the WTA.
Sony Ericsson adds that it has been a long-term sponsor of women‘s tennis as partner of the Women‘s Tennis Association since 2005 and as current sponsor of Maria Sharapova.
Sony Ericsson VP head of global marketing partnerships Stephan Croix said, "As the established world number one, Caroline embodies all of the characteristics we look for in a brand ambassador - she is active, ambitious, optimistic and always connected. This renewed agreement will help Sony Ericsson reach new audiences and expand awareness of the Xperia smartphone portfolio, through a number of marketing activities, including her growing presence in social media and participation in off court initiatives like the Xperia Hot Shots programme."
