On the one hand, Sony Ericsson sponsors the WTA women's professional tennis tour and has long used the first names of top tennis players as internal code names for new handsets. On the other hand, WTA superstar Maria Sharapova's dad and coach Yuri is never seen without his trademark Motorola hat. Well, Yuri, you might have to find a new lid.
The twenty year-old Sharapova has been signed to a four year deal as Sony Ericsson's first "global brand ambassador." According to the SE press release, she will "undertake a series of innovative new consumer brand campaigns specifically designed to engage Sony Ericsson's core target audiences and to utilize Maria away from the tennis court." Sharapova will also work with SE's design team on new products and accessories.
Hopefully SE's ad people won't use Sharapova's dog in any television spots she might wind up doing for the company. The dog, Dolce, stars in several not so funny ads the tennis star does for Canon's Powershot line of digital cameras.
Read more in the full Sony Ericsson press release from here.
