Sony Ericsson announced that it has signed Maria Sharapova to an exclusive four year sponsorship, becoming the company's first global brand ambassador. Maria, who turns 21 in April this year, will be working with Sony Ericsson's design team on a range of products and accessories. Additionally, she will undertake consumer brand campaigns designed to engage Sony Ericsson's core target audiences.
The off-court agreement complements Sony Ericsson's 6 year $88 million global title sponsorship of the WTA Tour which was signed in January 2005.
Commenting on the announcement, Dee Dutta, Corporate Vice President and Head of Marketing at Sony Ericsson Mobiles, said: "Now in our seventh year as a company, the brand has evolved significantly and securing a global brand ambassador is a natural progression to take our brand to the next level in an increasingly competitive market place."
Maria Sharapova added, "Even though most people know me as a tennis player, I have so many passions beyond the sport like fashion, music, film and design; which Sony Ericsson and I are going to be exploring together through our partnership."
Source: http://www.mobiledia.com/news/64550.html
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