Sony Ericsson rises from the grave for tennis tournament next week

There’s no longer any such thing as Sony Ericsson — it’s all just Sony now — but try telling that to the estimated 300,000+ attendees of the Sony Ericsson Open tennis tournament starting Monday.

by Sean Hollister

Mar 17, 2012, 4:53 PM UTC

Sony Ericsson Open screencap

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Sean Hollister is a senior editor and founding member of The Verge who covers gadgets, games, and toys. He spent 15 years editing the likes of CNET, Gizmodo, and Engadget.

There’s no longer any such thing as Sony Ericsson — it’s all just Sony now — but try telling that to the estimated 300,000+ attendees of the Sony Ericsson Open tennis tournament. Starting Monday, ESPN2, the Tennis Channel and CBS will all be broadcasting “73.5 thrilling hours of domestic coverage” from an event with a zombie sponsor, whose banners and defunct logos will no doubt feature in almost every shot. Quite possibly the best part? While Sony Ericsson originally signed the event for just four years back in 2006, last year it renewed its sponsorship through 2014. If you’d like to show your solidarity, it’s not hard: the going rate for a LiveView is just $40 on eBay right now.

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