Sony 2008 Annual Report Download - page 24

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Sony has signed a global partnership program contract with Fédération Internationale de
Football Association (FIFA) making it a “FIFA Partner,” the highest level of FIFA sponsorship.
During the eight-year period of the contract (2007–2014), Sony will exercise a broad array
of rights in the “Digital Life” category—which covers a wide range of businesses, from
electronics to entertainment—at the FIFA World Cup™ in 2010 (South Africa) and in 2014
(Brazil), as well as at more than 50 other FIFA competitions.
As it continues to expand its presence around the world, Sony recognizes that it is increas-
ingly important to enhance the corporate value of the Sony Group. Accordingly, Sony is
strengthening its technologies and product appeal, enabling it to offer competitive products
and services, as well as conducting effective marketing activities that enhance brand affi nity and customer trust.
Through a variety of initiatives as a FIFA Partner, Sony aims to develop new businesses and reinforce and broaden global
awareness of the Sony brand. At the same time, the Sony Group will work as one to deliver dreams, happiness and excitement
to people everywhere through soccer, the world’s most popular sport.
Marketing
• Use of offi cial FIFA marks and designations
• Use of FIFA archival footage for promotional purposes
• Rights to produce and use premium goods
• Displays and sales of products in and around stadiums
Others
• Preferential negotiation rights for the production, distribution and commercial use of the offi cial music for FIFA World Cup™ competitions
• Use of PLAYSTATION®3 (PS3™) as offi cial hardware for the offi cial FIFA video game (“FIFA Interactive World Cup”)
Media
• Display of logos on stadium advertising boards, FIFA publications and
offi cial websites
• Advertising and display of logos at FIFA-sponsored events
• Preferential negotiation rights for television broadcasting
• On-screen ID (sponsor tag displayed on television screen)
• Stadium advertising boards used in the offi cial FIFA video game
FIFA Partnership Rights and Initiatives
An initiative to strengthen the Sony brand through a partnership with FIFA
the α350, featuring Quick AF Live View,
which enables users to shoot from various
angles by using the LCD monitor; and the
α700, which is mounted with the newly
developed Exmor™ complementary metal
oxide semiconductor (CMOS) sensor that
delivers 12.24-megapixel resolution, thus
realizing superb image quality. Going forward,
we will strive to continue to enhance the α
(“alpha”) series, enabling us to offer a wide
range of attractive, easy-to-use cameras.
The outstanding image quality delivered by
Sony camcorders, compact digital cameras
and digital SLR cameras is made possible
by our image sensor technologies. We
have positioned digital image sensors—
already the key device in our digital imaging
business—as a focus of our semiconductor
business. We are also working to strengthen
our technological capabilities for CMOS
22
Sony FIFA
Global Branding:
08SonyE_P14_27_0802.indd 2208SonyE_P14_27_0802.indd 22 08.8.7 2:18:48 PM08.8.7 2:18:48 PM