Global electronics giant Sony has signed a multi-million dollar deal to sponsor a major European soccer championship.

The three-year contract with Uefa is believed to be worth around $45 million (€37m; £25m) and begins at the start of the 2006/2007 Champions League season. The best teams in Europe participate in the tournament.

It follows Sony's £305m tie-up with the world soccer governing body Fifa to sponsor the World Cup championships in 2010 and 2014 [WAMN: 08-Apr-05] and underlines the company's bid to make soccer a key pillar of its marketing strategy.

Under the terms of the Uefa deal Sony and its cell phone brand Sony Ericsson will get exclusive cell phone category exposure in stadia and during live broadcasts.

Data sourced from Brand Republic (UK); additional content by WARC staff