I’ve discussed to death the lack of marketing from Sony and have always said that “Sony is one good marketing campaign away from success,” something that I still stand by. Though Sony software continues to linger behind its competitors in mobile and electronics, its hardware continues to be one of the best. This is especially apparent in their 2015 fleet of 4K televisions, receivers, and sound bars.
With mobile, Sony is once again dipping its toes in mass marketing by partnering with UEFA through their 2017/2018 season. Depending on the success, Sony can extend their partnership with the mega soccer football league even further. While not popular in the States, the UEFA championship outside of the World Cup is one of the most watched sporting events with millions tuning in and Sony is taking advantage of that by plastering their name and the Xperia brand all over it.
This is a welcome change and a good move for Sony. Popular throughout the world, UEFA is most popular in Europe (where its held) which also happens to be Sony Mobiles strongest territory. This makes for a great match but perhaps Sony is missing the point.
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