DUBAI, 23 February 2007 — Sony Corporation signed a global partnership program contract with FIFA (Fédération Internationale de Football Association). Effective early this year, Sony will formally embark on a range of activities as an official partner of FIFA. This contract will run for 8 years until 2014, with a contract value of $305 million.
Sony’s agreement with FIFA makes it a “FIFA Partner”, the highest level of sponsorship status accorded to only six companies. Sony has been chosen to partner FIFA in its “Digital Life” category (covering a wide variety of business activities from entertainment to electronics), and will engage in an array of global marketing and advertising activities at more than 40 FIFA events, including the 2010 and 2014 FIFA World Cups.
In the Middle East, football’s popularity is undoubtedly very high, from international competitions to local leagues; the sport has a fanatical following from a wide cross section of people. Osamu Miura, Sony Gulf’s managing director, said, “Sony’s global partnership with FIFA is an excellent way to connect with our customers in the Middle East and share and support their interests and passions, and we are proud of this association”.
Global and local events like the 2006 FIFA World Cup FIFA World Cup™ in Germany, which saw participation from Iran and Saudi Arabia, the Soccerex 2006 in the UAE in November 2006 and most recently, the Gulf Cup 2006, which included teams from all Gulf Corporation Countries (GCC), Yemen and Iraq has helped increase the popularity of the game in the region.
“The growing popularity of football in the Middle East has attracted many international players as well as renowned coaches to further cultivate the game in this part of the World. International clubs have set up training programmes in the region aimed at developing newcomers and promoting seasoned players. With substantial investments in the sport and aggressive planning, the quality of domestic football has grown considerably and I can confidently state that it is only a matter of time that the Middle East will be able to field more teams at the international level”, added. Miura.
This year Sony will be able to associate its logo with five forthcoming FIFA events (details below). Other rights will include advertising boards in stadiums, on-screen IDs and — depending on the event — free or first negotiation rights for TV Commercial spots. These activities will heighten awareness and trust regarding the Sony brand, and as we deliver dreams and new forms of enjoyment to customers, will enhance our overall corporate value.
