Schools responded enthusiastically to Sony's search for FIFA flag bearers.

Sony has strong ties in the United Arab Emirates and enjoys a close relationship with the nation's youth through initiatives such as the Dubai Schools Football League, which Sony has sponsored since 2007. 

The official FIFA Partner went back to the schools for the FIFA U-17 World Cup UAE 2013 in order to recruit 64 FIFA flag bearers as part of the ongoing FIFA Youth Programme that makes youngsters feel a part of all our events. 

The eight schools all responded enthusiastically to Sony's approach. Secondary pupils at the Regent International School in Dubai, for instance, were encouraged to create a logo design which best encapsulated why they should be FIFA flag bearers – the school then posted the winning designs on their Facebook page.

Other FIFA flag bearers were chosen through competitions as diverse as creative writing and football skills contests.

Yoji Higashida, Marketing Director at Sony Middle East and Africa, said: “We at Sony believe in developing opportunities to actively engage the community. The FIFA flag bearer initiative will offer these students a memorable opportunity to interact with the young football icons, and inspire them to develop their talent in the game.”

  • 64 youngsters

    were recruited by Sony as FIFA flag bearers

The FIFA flag bearer initiative offers students a memorable opportunity.

Yoji Higashida,

Marketing Director at Sony Middle East and Africa


Picture Perfect

Equally as memorable was the experience of the participants in Sony's Fan Photographer programme, which gives extraordinary touchline access to a lucky fanatical photographer at selected games.

For the tournament in the UAE, Sony ran a competition in conjunction with Gulf News. By answering a simple football-related question (which changed each day) via SMS, the lucky winners received a Sony Alpha camera and were entered into the Fan Photographer draw. 

The draw winners went on to enjoy a day which they will cherish forever.


Sony initiatives give unparallelled access to the matches as well as memories to savour.

Spoilt For Choice

With a record number of goals scored at the FIFA U-17 World Cup UAE 2013, picking the goal of the tournament was trickier than usual.

Visitors to Goal of the Tournament, presented by Sony, were spoiled for choice with ten astonishing goals from which they could select a winner.

Sony also presented the short, daily online highlights video packages on which proved extremely popular with fans around the world eager to catch up with events that may have happened while they were out at work, in school, or even asleep in bed, depending on their time zone!