The New York Yankees has reached an agreement on a corporate marketing and high-definition technology relationship with Sony Electronics to coincide with the launch of the MLB franchise’s new stadium.
When the 2009 season open, the Yankees will showcase a number of Sony products in the stadium: a Sony HD broadcast control room; more than 550 flat-panel ‘BRAVIA’ and professional LCD HD television sets in the luxury suites, lounges, concourses, restaurants and administrative offices; plus Sony HD branding elements featured prominently throughout the stadium. In addition, Sony PlayStation3 entertainment systems and VAIO notebook computers will be available to fans in select locations throughout the stadium.
"The new home of the world's most renowned sports franchise - with its storied history of leadership and excellence - is the perfect place to showcase all that is Sony," said Sir Howard Stringer, chairman and chief executive officer of Sony Corporation. "It is thrilling for Sony to be playing a part in this new chapter in Yankee history."
In terms of signage, Sony's well-recognised "HDNA" campaign will feature on a right-field wall sign, in addition to diorama ads in four concourse locations. Sony will also receive designations as the "Official LCD Television," "Official HD Television," and "Official Consumer Electronics Manufacturer" of the New York Yankees. Professional HD studio cameras, production switchers and decks will be the centerpiece of the newly named "Sony Control Room." Before each home game, a 30-second Sony promotional segment will be displayed on the HD scoreboard, and the Yankees highlights feature will be presented by Sony.
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