Sony Ericsson in naming link-up with Proud Galleries

by Staff,, Marketing 26-Jan-05

LONDON - Sony Ericsson is stepping up its promotional focus on imaging by securing the naming rights to the UK's biggest private photography galleries.

The mobile handset manufacturer has struck a six-figure deal with the Proud Galleries to rename them the Sony Ericsson Proud Galleries, and will sponsor forthcoming exhibitions.

The deal follows a short-term sponsorship between Sony Ericsson and Proud last year (Marketing, 21 July 2004), which saw it run an event called '14 Days', when celebrities showcased their lives through images taken using the K700 handset.

A spokesman for Sony Ericsson said it will use the Proud tie-up to promote individual handset models and the brand. He added that the sponsorship fitted well with its strategy of focusing on imaging, entertainment and music.

Sony Ericsson achieved sales of £4.5bn in 2004, and sold 42m handsets globally.

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