Sony Ericsson Interactive Tennis Experience

Sony Ericsson’s sponsorship of the Sony Ericsson WTA Tour is bringing tennis fans closer to the stars and action as today the company launches a series of innovative, tennis-related interactive services connected to the Sony Ericsson WTA Tour. At the heart of these services is a new website, Girls on Tour, offering unique content and experiences, including the chance to see behind-the-scenes shots and footage of the glamour and action of women’s tennis, and the first ever personally recorded ringtones from the game’s top players. Launched to coincide with the start of the Telecom Italia Masters in Rome, Girls on Tour will be closely followed by supporting mobile services, allowing fans to feel part of the action wherever they are.

“Our sponsorship of the Sony Ericsson WTA Tour allows us to make the best use of mobile and online technology to open up a world of experience for tennis fans," says Dee Dutta, Head of Marketing for Sony Ericsson. “In fact, these new services give such direct access to the game and stars that it’s easy to imagine what life is like on the Sony Ericsson WTA Tour."

“This is one of the exciting new ways that Sony Ericsson’s technology and vision are helping to connect fans with our internationally-recognized players,’’ says Sophie Goldschmidt, VP Marketing and Sponsorship for the Sony Ericsson WTA Tour. “The integration of technology, as well as fashion, music and design, into women’s tennis is a natural fit, and this is the first of many ways that the Tour and Sony Ericsson will enhance the entertainment value of women’s tennis for our fans.’’

Girls on Tour offers unique, fresh content that involves the biggest stars in women’s tennis and is focused on the Sony Ericsson WTA Tour circuit. The site contains the following three key areas and will expand during the tennis season:

Behind the Scenes – If you’ve ever wondered what happens when the world’s best tennis players walk off court, take a browse through Player Diaries, a library full of shots and video clips that players have taken with their Sony Ericsson camera phones.

Passing Shots – Professional photographers are let loose off the courts with the latest Sony Ericsson cameras phones. The results are an inspiration to anyone who wants to take great shots around the tournaments.

Downloads – Star players have for the first time recorded personal messages to create irresistible ringtones. Fans can enjoy being alerted to incoming calls by Serena and Venus Williams, Amelie Mauresmo, Alicia Molik, Anastasia Myskina and more. Star players are also featured in screen savers and wallpapers in this unique area of the site.

Also featured are the latest Sony Ericsson WTA Tour news, a Tennis Challenge where visitors can show off their knowledge of the game plus opportunities to win tickets to Sony Ericsson WTA Tour tournaments in their area.

Girls on Tour is a global site with English language content as well as additional local content in 8 languages. It can be found on www.sonyericsson.com/tennis