Recently, in a press release made available on the company's website, Sony Ericsson proudly announced that it had been appointed the Official Mobile Phone Handset of the 2010 FIFA World Cup.

“We are very excited about this announcement. At Sony Ericsson, we feel we are uniquely placed to be a champion of football fans worldwide, using the marketing and promotional rights this agreement grants us to make Sony Ericsson handsets and accessories an integral part of the fan experience. Our role in football will be to use our sponsorship to innovate the experience of fans and give them greater access to football, " said CorporateVice President and Head of Global Marketing, Lennard Hoornik.

The agreement that the Swedish-Japanese handset maker signed with FIFA will enable it to add yet another sponsorship to its portfolio. Sony Ericsson stated that it would apply the knowledge gathered from the sponsorship of the Sony Ericsson WTA Tour, which was the largest sponsorship of professional women’s sport, to engage with consumers through new and exciting experiences.

The Vice President and Head of Global Marketing, Lennard Hoornik, added, "The 2010 FIFA World Cup is one of the world's leading sporting events and is watched across the world by millions of fans. It will be these fans that we focus our engagement in football on; using our relationship with FIFA and our handsets to enable them to get closer to the game in new ways and enjoy the 2010 FIFA World Cup. We are looking forward to using our handsets to capture and share their football experiences."

The one thing that is yet uncertain is how Sony Ericsson will sponsor the event, since it didn't give out any details about its plans at this moment. One thing to be expected though is special FIFA World Cup edition handsets released during 2009 and 2010.