Sony Electronics Accelerates Marketing Initiatives by Signing NASCAR Superstar Dale Earnhardt Jr.


In a move that uniquely teams one of America's most admired sports icons with the nation's leading consumer electronics brand, Sony Electronics today announced a personal endorsement deal with NASCAR NEXTEL Cup Driver Dale Earnhardt Jr. of Jr Motorsports to participate in the company's upcoming marketing efforts.

The multi-year deal provides Sony the use of Earnhardt's name, likeness, image, voice and endorsement for use in advertising, promotions and merchandising for consumer marketing campaigns aimed at driving sales of Sony Electronics products. Among the products Earnhardt will promote are Sony's high definition BRAVIA televisions in which he will appear in Sony's new HD ad campaign. In addition, Earnhardt will participate in major electronics industry events and trade shows and will make personal appearances each year on behalf of Sony as part of the agreement.

"By his own admission, Dale is an avid tech enthusiast who demands exceptional technology, superior performance and the latest in style -- both on and off the track. This aligns perfectly with Sony's approach to consumer electronics and makes this partnership especially fitting." said Stuart Redsun, SVP of Corporate Marketing at Sony Electronics.

Earnhardt, who began his racing career at the age of 17, has started 270 Nextel Cup races, with 17 victories, 71 top-five finishes and 115 top-10 finishes. He now is in his eighth full season of NASCAR NEXTEL Cup competition. One of NASCAR's most beloved drivers, Earnhardt has been selected by race fans as a four-time winner of NASCAR's most popular driver award. He also was selected as the fifth-most-liked athlete in America in Harris Interactive polling in 2006. Earnhardt has been among the top-10-most-liked athletes in the poll for three consecutive years.

"I always check out the latest electronics available and Sony delivers the best," Earnhardt Jr. said. "The company is a leader in the industry and offers great technology. It's cool to be associated with a brand that's known for its innovative, high-quality products."

Sony Electronics is an active supporter of NASCAR for the past seven years and is the official high-definition TV partner of NASCAR.

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SOURCE: Sony Electronics

CONTACT: Marcy Cohen of Sony Electronics, Inc., +1-201-930-6884,, or Alexia Allina of Paine PR, +1-213-996-3796,

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