Press Release

As demand increases for High-Definition televisions and programming, Sony and the CFL continue to lead the charge in providing HD technology and content to Canadian sports fans. Recognizing this increased demand for HD programming, the CFL and its broadcast partners, TSN and CBC, are providing CFL fans with the ultimate fan experience by offering more than half of the 2006 season in high-quality HD broadcasts, including the 94th Grey Cup on November 19th.  Sony is a major provider of HD broadcast equipment for Canada's broadcast networks.

"Our fans are at the core of everything we do.  Our continued partnership with Sony allows us to heighten the CFL fan experience via innovative promotions and cutting edge broadcasts," commented CFL Commissioner Tom Wright.

"Demand for HD content is greater than ever and there's no better sport to showcase the technology than football.  Sony is truly one of the world's great brands; they are always seeking new ways to leverage their association with the CFL; and they're fantastic to work with.  We're thrilled to be continuing our partnership," said Gavin Roth, Senior Director of Partnerships for the CFL.

Sony of Canada is the Official Consumer Electronics partner of the CFL and the Grey Cup.  The partnership comes to life through title sponsorship of the Sony Video and Highlight Gallery and the Sony Cyber-Shot Photo Gallery on www.cfl.ca.  Sony also promotes their line of TVs, camcorders and cameras via large-format sideline billboards and Sony Fan of the Game promotions at all post-season CFL games.  The CFL brand is prominently featured in Sony Style Magazine and in HD content reels at Sony Stores across Canada.

"Sony is very proud to be associated with the CFL and the Grey Cup as the Official Consumer Electronics partner," said Doug Wilson, President & Chief Operating Officer, Sony of Canada Ltd. "Our relationship with the CFL permits us to develop an ongoing dialogue with CFL fans in the stadium, on the web, through print advertising and other marketing communications and, most importantly, on TV where Sony can demonstrate its HD leadership in this emerging broadcast standard like no other."

Sony maintains category exclusivity across a range of consumer electronics segments, including televisions, digital cameras, camcorders, portable audio players, home audio products and car audio products.

About the Canadian Football League

Building on a strong past toward a stronger future, the Canadian Football League (CFL) celebrates the best of Canada's game with fans across the nation. The 94th Grey Cup will be played in Winnipeg, Manitoba on November 19, 2006.

About Sony of Canada Ltd.

Established in 1955, Sony of Canada Ltd. is a wholly-owned subsidiary of Sony Corporation of Tokyo, Japan, a world leader in the manufacture and marketing of electronic and computer products for consumer, business, electronics publishing and multimedia applications on a global scale. With headquarters in Toronto, sales offices in Vancouver and Montreal and distribution centres in Coquitlam, British Columbia, and Whitby, Ontario, approximately 1,000 employees support about 78 Sony stores and a network of more than 500 authorized dealers across Canada.

For further information, please visit us at www.sony.ca, www.thesonystore.ca, www.sonybiz.ca or www.sonystyle.ca, Sony's product information and e-commerce Web site, or contact:

For more information, contact:
 
Perry Lefko
Director, Communications
Canadian Football League
416-865-2652
plefko@cfl.ca

Jamie Dykstra
Coordinator Communications
Canadian Football League
416-865-2664
jdykstra@cfl.ca
 
John B. Challinor II   APR
General Manager, Advertising
& Corporate Communications
Sony of Canada Ltd.
(416) 495-3740
john_challinor@sony.ca

Michelle Cowan Lefler
Counsellor
Technology Practice
Silverhammer Public Relations
(416) 324-2024
michelle_cowan_lefler@ca.cohnwolfe.com