Sony Ericsson boss hails “global” tennis sponsorship 06/04/2010 |
|
| |
| |
Sony Ericsson chief executive Bert Nordberg has backed the company’s multi-million-pound tennis sponsorships, saying the sport is one of the few global sports sponsorship properties.
As well as backing the WTA Tour, the mobile phone manufacturer also sponsors the Sony Ericsson Open in Miami, which was won by Andy Roddick and Kim Clijsters at the weekend.
It is the sixth year Sony Ericsson has backed the tournament and Nordberg, who took over as president in October last year, insists the company remains committed to the deal despite reporting seven straight quarterly financial losses.
He told the Miami Herald: “It's times like this you need to differentiate, and I think sponsorship is even more important. Doing it in Miami is very big for us because we can cover two regions, North America and Latin America, and bring customers here.
“I think what was important to me was that it's worldwide – the logo is seen all over the world in tennis. It's also great to do business [here] and meet the operators and distributors of our phones.
“I've been to the Superbowl several times, and I think it's great, but it's short. This is a long tournament, and you can do different events and have different customers.
“We've done this for six years. We have no intention of finding something new. We don't disclose the numbers, but it's worth the money.
“When you work in a global company like I do, there are very few things to sponsor if you want to go global. There are very few things that work. Tennis is one of them.”
|
| Back |
| |
| |
|
|
 |
Advertisement
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
