Sony Ericsson announced yesterday that it has signed an exclusive four-year deal agreement with tennis ace Maria Sharapova, making her the cell communication company’s first global brand ambassador.

The stunning Russian, 20, will undertake a series of innovative new consumer brand campaigns working with Sony Ericsson’s design team on a range of products and accessories.

“Maria’s iconic status, determination, dynamism, success and charm match strongly with the Sony Ericsson brand, which prides itself on innovative and cool design with substance,” said Dee Dutta, Corporate Vice President and Head of Marketing, Sony Ericsson. “Our alignment with Maria’s global iconic status, combined with our brand expertise and innovative thinking aims to provide something new and something different to our customers around the world.”
“It is really exciting to be working with a cool brand like Sony Ericsson which has such a strong reputation in the entertainment industry,” Maria Sharapova said. Maria Sharapova“Even though most people know me as a tennis player, I have so many passions beyond the sport like fashion, music, film and design; which Sony Ericsson and I are going to be exploring together through our partnership.”
Sony Ericsson had earlier portrayed tennis players Ana Ivanovic and Daniela Hantuchova in a 2006 TV ad to promote the launch of its K800 and K790 Cyber-Shot camera phones.

The off-court agreement complements Sony Ericsson’s 6 year $88 million global title sponsorship of the WTA Tour which was signed in January 2005 and is the biggest deal in the history of women’s sport.

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