Electronics giant Sony has signed a $305 million (€237m, £162m) deal with soccer's world governing body, FIFA.
Sony's first major global sponsorship agreement puts it in the elite FIFA Partner group alongside Korean car maker Hyundai and German-headquartered sports equipment maker Adidas - all patrons of the World Cup championships in 2010 and 2014.
The tournament provides one of the biggest global sponsorship stages and, says Sony group ceo Nobuyuki Idei: "FIFA has spectacular reach around the world through the universal language of football and it is thus a unique attribute that convinced us to commit to this global sponsorship deal."
FIFA president Sepp Blatter says of the seven-year deal: "Sony, like FIFA, enjoys tremendous brand awareness and is therefore another perfect partner to support us in our mission to develop and broaden the worldwide appeal of football even further."
Sony will also advise FIFA on the technical development of TV and broadcast equipment for future events.
Data sourced from mad.co.uk; additional content by WARC staff