2006 Sony Ericsson Championships officially launches in Madrid

2006 Sony Ericsson Championships officially launches in Madrid

The race to the 2006 Sony Ericsson Championships, the richest and most prestigious women’s sporting event in the world, officially launched today with the unveiling of a new name and edgy advertising campaign in the city of Madrid, host city of the event. Global superstar Maria Sharapova and women’s tennis legend and official Championships Ambassador Arantxa Sanchez-Vicario introduced both the new name of the Championships – the “Sony Ericsson Championships” – as well as the advertising campaign, IGUALES, designed to showcase the power and excitement of women’s professional tennis.

In recognition of Sony Ericsson’s role as title sponsor of both the Tour and the Championships, and in taking women’s professional tennis to the next level of entertainment through technology, innovation and investment, the new “Sony Ericsson Championships” name and logo were unveiled today. With Sony Ericsson on board, the 2006 Championships is expected to be the most compelling and innovative season-ending event in the over 30 year history of the Championships, and will include television innovations, electronic line calling and use of mobile technology designed to bring fans closer to the top 8 singles players and top 4 doubles teams in the world than ever before.

IGUALES, which means both “equal” and “deuce” in Spanish, is the theme of the 2006 Sony Ericsson Championships advertising campaign, and is designed to enhance awareness of the equality between men and women. Through the campaign, the Sony Ericsson Championships will serve as a vehicle to make the statement that men and women are equal not only as athletes and entertainers, but in all levels of life. The advertising campaign will be used for both the Sony Ericsson Championships and the ATP Madrid Masters Series.

Read the complete Press Release