Sony and Peyton Manning Team Up to Support HDTV

As part of an exclusive two-year arrangement with star quarterback Peyton Manning, Sony Electronics recently kicked off an education program for consumers to help demystify the world of high-definition television.

Supported by HD workshops, advertising, promotions and a consumer web site, the goal of the program is to bring HDTV into the homes of educated consumers across the country.

The cornerstone of the program is Sony's newly launched educational web site (www.sony.com/HDTV). It opens with Manning encouraging consumers to "open the playbook" and learn about the world of high-definition. Additionally, Sony will feature Manning's likeness at HD workshops at select retailers and sporting events, as well as, in-store DVDs, direct mail and in e-mail promotions of Sony's television products.

"Like great quarterbacks who lead their team, we are actively leading the drive to educate consumers about high-definition television," said Randy Waynick, senior vice president of the Home Products Division for Sony Electronics. "Combining a recognizable brand like Sony with superstar like Peyton Manning creates a very powerful 1-2 punch which should make a definite impact on consumers."

Part of the education web site, and coinciding with football season, is Sony's "Race to the End Zone Sweepstakes," a contest offering entrants a chance to win Sony products in daily and weekly drawings and tickets. Consumers who visit a Sony high definition workshop or www.sony.com/HDTV between Aug. 7 and Dec. 31, will receive an official Sony "Race to the End Zone" ticket to enter the sweepstakes. After entering the ticket seat location in the designated area on the web site, consumers will find out if they are an instant winner and have the chance to register for the weekly prize.

Until Dec. 31, one instant win prize will be awarded per day to an eligible entrant. Each winner will receive a Sony "Race to the End Zone Fan Pack," which includes one Sony Race to the End Zone backpack, one hat, one set of binoculars, one seat cushion, one carabineer, among other items. The approximate retail value of each daily instant win prize is $150 and the approximate retail value of all available prizes is more than $100,000.

   Contact:
   Greg Belloni
   Sony Electronics Inc.
   858-942-4460
   greg.belloni@am.sony.com

   Brendan Mullin
   Burson-Marsteller
   212-614-4704
   brendan_mullin@nyc.bm.com

SOURCE: Sony Electronics Inc.

CONTACT: Greg Belloni of Sony Electronics Inc., +1-858-942-4460,
greg.belloni@am.sony.com; or Brendan Mullin of Burson-Marsteller,
+1-212-614-4704, brendan_mullin@nyc.bm.com, for Sony Electronics Inc.

Web site: http://www.sony.com/HDTV