Over the next two years, Sony's sponsorship will run across all of England's home qualification matches for the World Cup and all away friendlies. The sponsorship will also extend to highlights programmes of all England internationals.
Sony's partnership with ITV incorporates all of ITV's broadcast, online, interactive and mobile assets, including the interactive TV option. The Sony brand will also be prominent in break bumpers during live matches.
England's first home qualifying match for World Cup 2010 takes place tomorrow, with live coverage from Wembley of England v Kazakhstan on ITV1 starting at 4.30pm, and presented by Steve Rider.
Matt Coombe, marketing general manager at Sony UK, added: "With Sony's global commitment to FIFA, the ITV sponsorship is the perfect way to amplify our existing involvement in this space, especially as football becomes more of a focus in our strategic direction over the next 12 months."