14 DAY TRIAL // Mobile phone maker Sony Ericsson has just announced that it renewed and extended Caroline Wozniacki's role as a Sony Ericsson brand ambassador for the company's Xperia smartphone portfolio. The world number one tennis player signed a deal with the Japanese-Swedish handset vendor, and extended the partnership with the company until 2013.
The agreement expands the Wozniacki sponsorship to a worldwide contract, after being a Danish-only deal. The renewal and extension build on the vendor's long-term sponsorship of Wozniacki, which began in 2007.
Through this agreement, Caroline will wear the official Sony Ericsson WTA logo on the on-court attire, and will also take part in Sony Ericsson’s new web-based TV show Xperia Hot Shots, which kicked off in March.
“Sony Ericsson has supported me since 2007 and I’m pleased to continue my partnership with them,” world tennis number one, Caroline Wozniacki commented.
“Sony Ericsson is doing exciting things for women’s tennis, giving players opportunities to get involved in different and entertaining activities on and off court.
“It’s also great for me to be able to have access to Sony Ericsson’s Xperia smartphone portfolio so I can stay in touch with my family and fans and keep entertained when I’m on the road.”
Sony Ericsson aims at leveraging the partnership across all of its tennis programmes, such as television advertising in certain markets, while expanding her reach in digital and social media platforms.
The mobile phone maker will use Caroline Wozniacki's image in advertising and general promotional material, and she willparticipate in specific events.
The Sony Ericsson Xperia Hot Shots show is focused on the lives of six tennis players from the WTA, offering them access to the worlds of music, film, gaming and fashion.
The player that has generated the most support on Facebook at the end of the year should win a Sony Ericsson support deal.
“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,” Stephan Croix, Vice President, Head of Global Marketing Partnerships for Sony Ericsson, said.
“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.”