Sony Ericsson taps WTA deal for Singapore drive

Sony Ericsson Singapore has stepped up its assault on market leaders Nokia and Samsung in Singapore, with an initiative aimed at boosting the brand's grass roots presence among consumers.

Revolving around the China Open tennis tournament which is one of the events under Sony Ericcson's US$80 million six-year sponsorship of the WTA tennis tour, the PR-driven push included offering 'brand experience' trips to the Open for Singapore Tennis Association officals, coaches and players, in a bid to align the brand with a new target audience and capitalise on a growing awareness of the sport. According to Sony Ericsson Singapore manager Jack Tan, the drive is part of the brand's wider objective to associate it with sport, tying in with the launch of the new Sports Walkman W710 by early October.

"It's the first time that Singapore has brought people to the tennis, it's very exciting for them and for Sony Ericsson, as we're choosing the top performers," said Tan. Tan pointed out that the Sony Ericsson brand is seen as a young challenger to the incumbent leaders, a similar position to that of tennis when compared with other sports across the region.