Sony Ericsson announced that they have signed four-year sponsorship agreement with the highly popular tennis player Maria Sharapova, to become their first "global brand ambassador". Sharapova is going to take part in Sony Ericsson consumer brand campaigns.
Sony Ericsson have been involved in women's tennis for quite some time and they also have signed a 6-year global title sponsorship of the WTA Tour back in January 2005. Sony Ericsson had an ad campaign for Sony Ericsson K800 known as "Never miss a shot" as well as the tennis-inspired ad of the sporty Sony Ericsson W710.
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