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January 17, 2007

Sony Becomes FIFA Partner Commences 8 Year Contract Running from January 2007 to 2014

Tokyo,Japan - As previously announced, on April 5th 2005 Sony Corporation signed a global partnership program contract with FIFA (Fédération Internationale de Football Association). Effective January 2007, Sony will formally embark on a range of activities as an official partner of FIFA. This contract will run for 8 years until 2014, with a contract value of US$305 million (approximately ¥33.0 billion).
Sony's agreement with FIFA makes it a “FIFA Partner”, the highest level of sponsorship status accorded to only six companies. Sony has been chosen to partner FIFA in its “Digital Life” category (covering a wide variety of business activities from entertainment to electronics), and will engage in an array of global marketing and advertising activities at more than 40 FIFA events, including the 2010 and 2014 FIFA World Cups*2
This year Sony will be able to associate its logo with three forthcoming FIFA events (details below). Other rights will include advertising boards in stadiums, on-screen IDs*3 and- depending on the event-free or first negotiation rights for TV Commercial spots. These activities will heighten awareness and trust regarding the Sony brand, and as we deliver dreams and new forms of enjoyment to customers, will enhance our overall corporate value.

FIFA U-20 World Cup Canada 2007
Schedule:June 30-July 22, 2007
World championship for male players aged 20 or under (born on or after Jan 1, 1987).


FIFA U-17 World Cup Korea 2007
Schedule:August 18-September 9, 2007
World championship for male players aged 17 or under (born on or after Jan 1, 1990).


FIFA Women's World Cup China 2007
Schedule:September 10-September 30, 2007
World championship for the leading sixteen teams competing for the ultimate prize in the women's football calendar (senior internationals).


FIFA Beach Soccer World Cup Brazil 2007
Schedule: November 1-November 11, 2007
Beach soccer tournament (Sixteen teams from all six confederations of each five players contest three equal periods of 12 minute per match).


FIFA Club World Cup Japan 2007
Schedule: December 8-December 16,2007
Competition contested between the winners of the six confederations championships to determine the World's No.1 club.

*1  Based on exchange rate when contract was concluded (April 2005).
*2  FIFA World Cup is a registered trademark of FIFA
*3  On screen ID refers to a corporate logo that appears on the TV as a background to the score-line.

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