Sony Ericsson Mobile Communications has signed a four-year sponsorship agreement with tennis player Maria Sharapova, making her the company's first global brand endorsee. Sharapova will participate in a series of new consumer brand campaigns. "The brand has evolved significantly and securing a global brand ambassador is a natural progression to take our brand to the next level in an increasingly competitive market place," said Dee Dutta, head of marketing at Sony Ericsson. "Maria's iconic status, determination, dynamism, success and charm match strongly with the Sony Ericsson brand, which prides itself on innovative and cool design with substance. Our alignment with Maria's global iconic status, combined with our brand expertise and innovative thinking aims to provide something new and something different to our customers around the world."