SE in World Cup sponsorship deal


Sony Ericsson has signed an exclusive six figure deal with Absolute Radio to sponsor podcasts by David Baddiel and Frank Skinner and live shows to celebrate the 2010 FIFA World Cup.

The partnership will generate content from the comedy duo covering a mix of chat and analysis. Sony Ericsson, which is the Official Mobile Handset of the football tournament, will work with the national radio station to design and build a bespoke micro-site hosted at to facilitate original content for customers to compliment on-air activity.

There will be additional on-air promotional presence designed to align the brand at the centre of the station’s World Cup activity. A high-profile Christian O’Connell Breakfast Show promotion will give one listener and a friend the chance to go to the tournament in South Africa.

Listeners will write blogs for the website, record and upload video content via a Sony Ericsson handset, which they will win as part of the prize, and they will take up prime position in South Africa to interact with Baddiel and Skinner. They will also report back to the station live on air.

The activity will kick off on the station later this month, and run through until July. The daily podcasts will be available to download from 6am every day and will be broadcasted across the station’s network in the evening.

Sony Ericsson UK and Ireland senior marketing manager Richard Dorman said: “Sony Ericsson is proud to be the official handset of the 2010 FIFA World Cup, and the partnership with Absolute Radio significantly reinforces our association with football.

“The deal enables Sony Ericsson to target consumers who get caught up in the excitement of the 2010 FIFA World Cup and brings the competition closer by providing the opportunity to access unique content, win an incredible prize and interact with Baddiel and Skinner whilst they’re live in South Africa.”