Sony Becomes FIFA Partner Commences 8 Year Contract Running from January 2007 to 2014

As previously announced, on April 5th 2005 Sony Corporation signed a global partnership program contract with FIFA (Fédération Internationale de Football Association). Effective January 2007, 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 US$305 million (approximately ¥33.0 billion).

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*2

This year Sony will be able to associate its logo with three forthcoming FIFA events (details below). Other rights will include advertising boards in stadiums, on-screen IDs*3 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.

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