Yamaha Motor Italia are pleased to announce their partnership with Sony Italia, the Italian distributor of the world leading Japanese consumer and commercial electronics company. The Yamaha Motor Italia bikes will display the Sony branding prominently on the Yamaha YZF-R1 machines of riders Noriyuki Haga and Andrew Pitt at the three Italian rounds of the Superbike World Championship; in Monza on May 8, Misano on June 26 and Imola on October 2. Sony and Yamaha share the same philosophies of innovation, high speed and customer satisfaction, with the partnership allowing Sony to reach an audience interested in and knowledgable about new technology. Monza is already a special race for the Yamaha Motor Italia squad, as thier headquarters is just a few kilometres from the circuit. The partnership with a prestigious company like Sony makes the event even more important. “It is a great honour for Yamaha Motor Italia to work with Sony Italia,” commented Claudio Consonni, General Manager Yamaha Motor Italia. “We are both market leading Japanese companies and we look forward to working with Sony at the three world superbike rounds this year.” “For Sony Italia the partnership with Yamaha Motor Italia confirms our commitment to marketing through the world of sport: first through football but also in basketball, powerboat racing, polo and golf,” added Massimiliano Alesi, Administrative Director of Sony Italia. “The partnership with Yamaha Motor Italia allows us to target customers interested in the field of technology and communicate our brand thanks to our partnership with the brand leader in the world of motorcycles.”