New on-court branding for Sony Ericsson has been unveiled at the first global tournaments in the Sony Ericsson WTA Tour. The branding is part of the six-year title sponsorship deal signed by Sony Ericsson in January. The Australian Open in Melbourne, which saw Serena Williams claim the women's championship for the second time, the Toray Pan Pacific Open in Tokyo and this month's Open Gaz de France have all sported the new Sony Ericsson branding.

"Our partnership with the WTA Tour is off to a fantastic start with some truly exciting tournaments that have attracted large crowds and TV viewing audiences," says Dee Dutta, Head of Marketing for Sony Ericsson. "This early success enforces our belief in a partnership which brings together two powerful brands known for their ‘cool factor,' differentiation and innovation in the worlds of technology, sports and fashion. Expect more excitement as we move through the season."

The global sponsorship deal between Sony Ericsson and WTA Tour is the largest and most comprehensive sponsorship in the history of tennis. The six-year deal makes Sony Ericsson global title sponsor of the WTA Tour and of the season-ending globally televised WTA Tour Championships held each November. Sony Ericsson also enjoys a significant on-court presence for its global branding at WTA Tour tournaments throughout the season.

The Sony Ericsson WTA Tour partnership will explore opportunities that bring mobile technology, connectivity and content into play on a level never before seen in professional sports. "Such developments will significantly enhance the entertainment value of women's tennis for fans and realise new revenue-earning potential for broadcasters, sponsors and organisers," adds Dutta.

On announcing the sponsorship deal in January, WTA Tour founder and tennis legend Billie Jean King said: "This is an historic day for women's sport and tennis. Sony Ericsson's long-term commitment to women's professional tennis will help propel our game to new heights and is representative of the tremendous value of our sport and athletes in the marketplace."