In conjunction with its sponsorship of the WTA and the Dubai Tennis Championships, Sony Ericsson - the leading telecommunications and mobile company - has set up a mini-tennis court at Deira City Centre’s central court. This Tennis! Give it a shot! promotion gives tennis fans in Dubai a shot at playing tennis with their favourite stars, who will be available for these tournaments and face-to-face interaction with the audience. This promotional activity will be held from 22-25 February 2006.
“We are delighted to support a top-tier tennis tournament such as the Dubai Tennis Championships for the second year in a row. Last year we witnessed a significant increase in attendance and interest in worldwide champions, which made us keen this year – through our mini-tennis court - to provide tennis fans with the opportunity to mingle with their favorite stars, be photographed with them, as well as the chance to compete with them in tennis games,” said Husni El-Assi, General Manager of Sony Ericsson, Middle East and Africa.
Sony Ericsson has transformed the shopping mall’s central court into a mini-tennis court where people can play tennis and be given tips by a professional tennis coach. In addition, one participant has the chance to win the highly popular W800i Walkman® phone, as well as VIP tickets to the tournaments that are held at the Dubai Tennis Stadium.
Sony Ericsson aims to address a big segment of its market through sponsoring key sporting events. With tennis specifically, the female contestants are dynamic and self-assured young women who have attracted a huge following among the young, sporty and trendy set – a market that resonates clearly with Sony Ericsson as a brand – very youthful, innovative in design and features, and ultra-modern. This is the main reason for Sony Ericsson’s sponsorship of the WTA and the Dubai Tennis Championships.
