Mumbai: Sony Corporation announced that it has signed a three-year sponsorship agreement with world-renowned classical pianist Lang Lang. Through this relationship, which officially began on 1 April, Lang Lang will appear in Sony events and campaigns and use the company products to enhance and promote the Sony brand throughout the world, with a particular focus on China, his home country.

Lang Lang personally enjoys using a wide range of Sony products, and will draw on his keen interest in electronics and technology to actively collaborate in their promotion. "As a global leader in the electronics and entertainment industries, Sony is delighted to welcome Lang Lang as a ‘brand ambassador’ who can reach and connect with audiences around the world," said Sony Corporation chairman and CEO Sir Howard Stringer.

"I am thrilled to have the opportunity to represent Sony and its products," said Lang Lang. "I am a long-time Sony user, and am looking forward to the opportunity to bring the excitement and joy of music through Sony’s cutting-edge technologies." Lang Lang will travel the world along with many Sony products such as its High-Definition products to share his experiences with fans via his website, and its Walkman and noise canceling headphones so he can enjoy his favourite music even while on the plane.