Sony Signs $305 Million International Soccer Deal

Sony Corp. has signed a deal worth $305 million to be the official "Digital Life" partner of the Fédération Internationale de Football Association (FIFA).

The contract, which runs from 2007 to 2014, includes more than 40 events such as the FIFA World Cups in 2010 and 2014, as well as the FIFA Women's World Cup, the FIFA Confederations Cup and the FIFA Interactive World Cup.

As a FIFA partner, Sony will use the partner logo at the FIFA World Cup and other FIFA events as well as have the rights to certain FIFA images and archive materials. Other rights include advertising boards in stadiums, TV sponsor credits, on-screen IDs and preferential negotiation rights for TV commercial spots.

Sony plans to mobilize its personnel, material and intellectual property resources and develop new marketing methods to create new value for customers. The company said the activities will heighten awareness and respect for the Sony brand.

Adidas and Hyundai also signed premier sponsorships with FIFA. Those sponsorships run from 2007-2014. Financial terms were not disclosed.