Ericsson
The handset maker added a year to its sponsorship, Aldo Liguori, who oversees the London-based companys global communications, said in an interview. Sony Ericsson Mobile Communications Ltd., the mobile-phone venture between Sony Corp. and Ericsson AB, is three years through the original four-year backing of the event.
The company uses Miami to promote specific telephones and accessories. The tournament, a mens and womens event with $4.5 million in prize money for each, is one of the most lucrative on both tours. Britains Andy Murray and Victoria Azarenka of Belarus were the winners in last months tournament. IMG World organizes the competition.
The telecommunication industry “is changing rapidly so we dont know what we are going to do from 2010 onwards,” Liguori said. “We want to take a slightly more realistic approach and tell IMG we will now work two more years. That gives us the chance to do a little bit more of what we want to do and then we will see.”
Sony Ericsson, which is also a backer of the womens tennis tour, wont be expanding sports sponsorships at this point, he said. The sponsorship of the WTA expires at the end of next year.
“We will certainly be requesting more for the same amount of money,” he said of the renewal talks, which will start at the end of the year.
The handset maker reported a first-quarter net loss of 293 million euros ($390 million) on April 17, its third straight quarterly loss. Sales at Sony Ericsson fell 36 percent from a year earlier because of lower demand for mobile phones.
Sony Ericsson isnt the only tennis sponsor thats making demands on the sports organizers.
Francesco Ricci Bitti, president of the International Tennis Federation, the sports governing body, said sponsors are asking for more involvement.
“Sponsors are more demanding,” Bitti said. “They want more for the same money.”