2009-10-26 06:14:01 -

London, October , 26, 2009

Sony Ericsson continues to roll out its realigned brand, showcasing
the interactive, playful and innovative spirit underpinning its
commitment to the make.believe philosophy

Doha, Qatar - October 26, 2009 - Following Sony Ericsson's brand
re-launch in September, the first refresh in three years, the company
today brings its new identity to the Sony Ericsson Championships,
Doha 2009 - the first outing for the refreshed brand at a major,
global event.  The prestigious, season-ending tennis tournament to
the 2009 Sony Ericsson Women's Tennis Association Tour sees the top
eight female, singles players and top four female, doubles teams
fight it out to be crowned with the sought-after Championships title
and a share of the record USD $4.55 million prize fund.

This is the second time the Championships have come to Doha, but the
first time Sony Ericsson's new brand identity has been used at a
global event.  The Championships embody the dynamic, exciting and
colourful new brand and is the perfect platform to demonstrate the
newly adopted 'make.believe' brand message instigated and used by
Sony and its group of companies.  'make.believe' represents a coming
together of communication and entertainment, standing for creativity
and the ability to make dreams possible.  The 'make.believe' strap
line is used in all consumer communication in order to reinforce Sony
Ericsson's entertainment credentials and collaboration with the Sony
Group.

"Our new brand and values of innovation, energy and openness
demonstrate our continuing commitment to transformation and the
ongoing move towards a more playful and open culture" said Lennard
Hoornik, head of global marketing, Sony Ericsson.  "The 2009 Sony
Ericsson Championships is a perfect platform to showcase our new
brand values and philosophy to our consumers."

Throughout 2009, Sony Ericsson has continued to 'make.believe'
through a series of spectacular stunts to celebrate various
tournaments such as Traffic Tennis for the Sony Ericsson Open in
Miami, Underground Tennis at the Madrid Open and Street Tennis at the
Rogers Cup in Toronto.

Legal
© Sony Ericsson Mobile Communications AB, 2009.
The liquid identity and liquid energy are trademarks or registered
trademarks of Sony Ericsson Mobile Communications AB. "SONY" and
"make.believe" are trademarks of Sony Corporation.
Ericsson is the trademark or registered trademark of
Telefonaktiebolaget LM Ericsson.

..//ends

About Sony Ericsson
Sony Ericsson is a 50:50 joint venture by Sony and Ericsson
established in October 2001, with global corporate functions located
in London and operations in all major markets.  Our vision is to
become the industry leader in Communication Entertainment; where new
styles of communicating through the internet and social media, become
entertainment.  Sony Ericsson offers exciting consumer experiences
through phones, accessories, content and applications.  For more
information please visit: www.sonyericsson.com.


FOR MEDIA INFORMATION PLEASE CONTACT:

Sony Ericsson global communications and PR
Simone Bresi-Ando: +44 (0) 20 8762 5863
simone.bresi-ando@sonyericsson.com

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