DOHA, Qatar - On the heels of Sony Ericsson's brand re-launch in September, the first refresh in three years, the company is bringing its new identity to the Sony Ericsson Championships - Doha 2009, the first outing for the refreshed brand at a major, global event. The Sony Ericsson WTA Tour's prestigious, season-ending event features the top singles players and top four doubles teams duking it out for a record $4.55 million in prize money.

The Championships embody Sony Ericsson's dynamic, exciting and colorful, new brand and is the perfect platform to demonstrate the newly adopted "make.believe" brand message created and utilized by Sony and its group of companies. "Make.believe" represents a coming together of communication and entertainment, standing for creativity and the ability to make dreams possible. The "make.believe" line is used in all consumer communication in order to reinforce Sony Ericsson's entertainment credentials and collaboration with the Sony Group.

"Our new brand and values of innovation, energy and openness demonstrate our continuing commitment to transformation and the ongoing move toward a more playful and open culture," said Sony Ericsson head of global marketing Lennard Hoornik. "The Sony Ericsson Championships - Doha 2009 is a perfect platform to showcase our new brand values and philosophy to our consumers."

Throughout 2009, Sony Ericsson has continued to "make.believe" through a series of spectacular stunts to celebrate various tournaments such as Traffic Tennis for the Sony Ericsson Open in Miami, Underground Tennis at the Madrid Open and Street Tennis at the Rogers Cup in Toronto.