The electronics, entertainment and technology group has made a record cash payment of $305million, as well as pledging support for various FIFA events.
It is the first time that Sony Corporation has entered into a global sponsorship deal on this scale.
“I am delighted and very proud that Sony has chosen FIFA and football for this momentous deal which creates a true partnership with many opportunities for taking the relationship far beyond a classical sponsorship,” said FIFA president Sepp Blatter. “Sony, like FIFA, enjoys tremendous brand awareness and is therefore another perfect partner to support us in our mission to develop and broaden the worldwide appeal of football even further.”
Said Sony Chairman and Group CEO Nobuyuki Idei: “FIFA has a spectacular reach around the world through the universal language of football and it is this unique attribute that convinced us to commit to this global sponsorship deal.”
Sony is the third company after adidas and Hyundai to join FIFA’s new class of sponsorship which represents the highest level of affiliation to soccer's world governing body.
As one of six FIFA Partners, Sony will enjoy core sponsorship rights to all FIFA competitions including World Cups in 2010 and 2014, as well as special events and development initiatives.
Sony will operate in the product area of ‘Digital Life’, which spans all key technologies in consumer electronics, including audiovisual devices, game consoles and personal computers.
The category allows Sony to capitalise on the trend towards convergence of digital devices.
This deal could also lead to FIFA and Sony collaborating on projects that enhance Sony’s content businesses, such as music and television properties. Sony will also advise FIFA in the technical development of TV and broadcast equipment for future FIFA Events.
