Sports

Sony Electronics Finalizes High-Definition Technology and Marketing Pact with New York Yankees for New Stadium

Another deal the New York Yankees solidified for the 2009 season -- in addition to Sabathia, Burnett and Teixeira -- is an agreement centering on a corporate marketing and high-definition (HD) technology relationship with Sony Electronics, which is sure to deliver a high-quality, HD experience for fans.

When the team opens the 2009 season in its new Stadium, there will be a Sony HD broadcast control room; more than 550 flat-panel BRAVIA® and professional LCD HD television sets in the luxury suites, lounges, concourses, restaurants and administrative offices; plus Sony HD branding elements featured prominently throughout the Stadium.

In addition, Sony PlayStation3® entertainment systems and VAIO® notebook computers will be available to fans in select locations throughout the Stadium.

"We are proud to continue our long-term relationship with Sony Electronics," said Lonn Trost, chief operating officer for the New York Yankees. "Integrating Sony products into Yankee Stadium is very important to us as we near completion of what will certainly be among the most modern and technologically advanced sports venues in the world."

Sony's well-recognized "HDNA" campaign will be featured on a right-field wall sign, in addition to diorama ads in four concourse locations. Sony will also receive designations as the "Official LCD Television," "Official HD Television," and "Official Consumer Electronics Manufacturer" of the New York Yankees.

"The new home of the world's most renowned sports franchise - with its storied history of leadership and excellence - is the perfect place to showcase all that is Sony," said Sir Howard Stringer, chairman and chief executive officer of Sony Corporation. "It is thrilling for Sony to be playing a part in this new chapter in Yankee history."

Professional HD studio cameras, production switchers and decks will be the centerpiece of the newly named "Sony Control Room."

Prior to each home game, a 30-second Sony promotional segment will be displayed on the HD scoreboard, and the Yankees highlights feature will be presented by Sony.