Wireless Developer Network

London - September 3rd, 2009 - Today, Sony Ericsson announced the launch of its Extra Man campaign for the 2010 FIFA World Cup South Africa(TM). The campaign aims to deliver the ultimate football experience to all World Cup supporters across the globe, made possible due to Sony Ericsson's unique position as Official Mobile Handset of the 2010 FIFA World Cup(TM).

Reflective of how the media landscape has changed and new ways that people now consume their media, Sony Ericsson will ensure that handsets will be at the heart of the first social networking and media sharing World Cup. From now until June 2010, Sony Ericsson aims to reward all fans with exciting activities both before and during the 2010 FIFA World Cup(TM) enabling fans to create and share their own content. This will be either at the 2010 FIFA World Cup(TM) itself, through the website www.sonyericsson.com/extraman or directly through Sony Ericsson handsets - experiences that fans can only enjoy exclusively through Sony Ericsson.

Sony Ericsson's commitment to enhance the fan experience at the 2010 FIFA World Cup(TM) supports the company's realigned brand strategy, which aims to build a fun, playful and inclusive interaction with consumers.

"Our aim is to provide all fans of the 2010 FIFA World Cup(TM) a rich and diverse experience including giving away tickets to 2010 FIFA World Cup(TM) matches. All of our marketing investment will be used to enhance and improve the fan experience as we believe this is an absolute priority. We will be working closely with our colleagues at Sony to make this happen and help fans realise their dreams," said Stephan Croix, Head of Global Marketing Partnerships, Sony Ericsson.

The centrepiece of the fan focused mission will be the launch in 2010 of a unique football application which will deliver the best football experience on a handset. This will provide fans with instant access to football action videos from the best action from the World Cup qualifiers and the friendly games in the lead up to the 2010 FIFA World Cup(TM), football news and games. Fans will also be able to share all their football moments directly with their friends using social networking site applications built into the handset. Further details will be announced in due course.

Launching today is the action-packed website - www.sonyericsson.com/extraman - the home for all fan content needs, will host WorldCupedia, the world's very first football focused search engine with content accessed through Kosmix. This impressive new application will arm fans with all the football knowledge they could ever need. The site will also let fans view highlights from FIFA World Cup(TM) qualifier matches, iconic moments from past tournaments and enjoy exclusive football content and football mobile downloads. From Canada to Australia, Russia to the UK, Sony Ericsson will ensure football followers can experience the very best moments of past FIFA World Cups(TM) at their fingertips.

Sony Ericsson's commitment to providing fans with exciting football focused activities has already seen the launch of the Golden Ticket promotion, which offers consumers, from France to Mexico, Taiwan to Australia a once-in-a-lifetime opportunity to follow their team all the way at the 2010 FIFA World Cup(TM) in South Africa.

"We are in a unique position to provide fans with more ways to support their team, be heard and get involved. By listening to these fans, Sony Ericsson will be able to energise and innovate their experience, becoming the channel for fan-generated opinion and content on a global scale", continued Croix.

Sony Ericsson is the Official Mobile Handset of the 2010 FIFA World Cup(TM), which arose through Sony Corporation, as the Digital Life Partner of FIFA. Sony Ericsson agreed to sub-license the category from Sony Corporation and the agreement includes all FIFA events until 2010 including the 2010 FIFA World Cup(TM) in South Africa. The Digital Life category includes mobile handsets as well as consumer electronics, professional and broadcast AV and other equipment, personal computers, movies, music and gaming.