By James Wells

SYDNEY: Sony Australia announced this morning that Socceroo and Everton star, Tim Cahill, will become an ambassador for the consumer electronics brand who "buzzing" about playing with all the "big boys’ toys".

Cahill will play an integral part in the agreement between Sony Australia and the Football Federation of Australia (FFA) by helping the consumer electronics brand leverage the sponsorship at store level as well as accessing younger football players through diverse marketing opportunities including online platforms.

Cahill will participate in a range of Sony promotional platforms including trade promotions and point of sale material as well as featuring in exclusive intellectual property including footage to be used to highlight the benefits of Sony Bravia televisions on retailer’s floors.

Cahill told this morning that he and his team mates are “buzzing” with excitement over the new sponsorship deal with Sony Australia and are looking forward to playing with the “big boys’ toys”.

“The Sony brand speaks for itself. The lads are buzzing about these big boys’ toys,” Cahill said at a press conference held at the Sony Central store in Sydney today.

“The innovative products will provide tremendous assistance to our technical staff,” he said.

Sony Australia group manager – corporate marketing communications, Tim Rich, told, Cahill will provide the brand with new opportunities to leverage sponsorships.

“Sponsorship is increasingly important as we experience a higher degree of media fragmentation and this allows us to reach and engage consumers at an emotional level,” Rich said.

“This deal provides Sony with access to the most participated sport in the country and complements our agreement with the AFL as the official consumer electronics partner. The AFL is the most viewed sport in Australia and is the only sport broadcast in high definition.”

Sony Australia managing director, Carl Rose, said today that the agreement with the Socceroo and Everton star is a coup for the brand.

“Partnering with Tim Cahill – already a Socceroo legend – is very exciting for us. We’re developing programs with Tim that will help motivate and inspire young footballers in Australia,” Rose said.

“With the popularity of football in Australia going from strength to strength following the excellent performance of the Socceroos at the World Cup 2006, we’re proud to become an official football partner here in Australia.

“We have great respect and admiration for the energy, enthusiasm and dedication to the sport in Australia shown by the FFA and all the Socceroos players. We look forward to working with the FFA to drive forward football in Australia and exciting our Sony customers along the way.”