Sony Ericsson readies major World Cup push 03/03/2010 |
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Sony Ericsson will sponsor Absolute Radio's Summer of Football podcasts and radio shows starring David Baddiel and Frank Skinner.
The agreement is part of a major investment by Sony Ericsson to position itself as the handset brand of the 2010 World Cup.
The company has previously prioritised music sponsorship over sport but its senior marketing manager for the UK and Ireland Richard Dorman said: "This sponsorship will build our relationship with both hardcore and casual fans, which will develop as we get closer to the tournament."
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