Sony Pictures has signed up to sponsor the draft section of the NFL's mobile Web site.

The studio will promote "First Sunday," a comedy movie featuring Ice Cube, Katt Williams and Tracy Morgan, on the mobile site. Quattro Wireless, which built the NFL draft section, secured the sponsorship.

"What Sony is getting here is a great affiliation with the NFL brand that targets their demographic," said Lars Albright, vice president of business development at Quattro.

The ads appear in different sizes based on the phones.

For example, Sony Pictures is running an extra large 305x64 unit for a Palm Treo 700 with a screen size of 320x320 and a large 215x34 for an LG VX 8500 Chocolate with a screen size of 240x320.

The company is displaying a medium 167x30 unit for the Motorola Razr with a screen size of 176x208 and three smaller ad sizes for the Motorola V195 with a screen size of 128x160.

Clicking on any one of these units takes the mobile user to a microsite with the First Sunday movie summary, show times and other details. Quattro created the microsite as part of the Sony sponsorship deal.

The NFL drafts section borrows elements from the NFL traditional Web site at http://www.nfl.com, but adapts them to mobile.

Features included in the mobile NFL drafts section are breaking news, scores, names, bios and photos of draft prospects, and the My Draft function for teams that the mobile user likes.

"The NFL is trying to continue to give their fans more coverage wherever their fans may be," Mr. Albright said.

"One of the things they've found is incredible fan interest in the draft," he said. "The NFL sees anywhere from three to four times the interest and the NFL found that the draft is turning into something of an event ... It's becoming a marketable event."

The NFL draft runs through this weekend, but the microsite will be up for another couple of weeks.
Sony Pictures' sponsorship of the NFL draft mobile section is a continuation of the relationship that the Sony brand has with Quattro.

For example, Sony Home Entertainment ran an ad for the "Perfect Stranger" on Playboy's Lifestyle mobile site. Sony Electronics took an exclusive NFL Super Bowl sponsorship for its Sony Blu ray product.

Also, Sony Pictures ran an ad for First Sunday on the NFL Draft and NBA Playoffs mobile sites and Sony Home Entertainment plugged "Boondocks" on the NFL and NBA Playoffs mobile sites.

Sports and entertainment seem to go well together on mobile.

"We see particularly strong click-through rates for theatrical releases," Mr. Albright said. "We see a strong consumer reaction."