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 a consumer electronics brand,
Sony Electronics 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.