Sony has announced that it will launch a new scrappage scheme that will allow Britons to swap their old gadgets for new ones from the Japanese electronics company.
The scheme which will allow prospective customers to shave up to £150 off the cost of a Bravia TV model will take place from this coming Thursday till the last day of the world cup.
Likewise, those interested can save up to £60 off Sony range of Handycam camcorders, £20 off Sony's Ebook Reader pocket edition and a whopping £25 off the price of its top Walkman model. For more details go to Sony's dedicated page at sony.co.uk/tradein.
Sony UK commercial director Andy Benson said in a statement that "We understand that consumers will undoubtedly want to upgrade their kit as they gear up for the World Cup this summer, but cost is still an issue for most of us coming out of recession".
A number of partners including the likes of Comet, John Lewis, Tesco and Currys have been roped in to roll out the deal to a wider audience. Should the promotion prove to be a successful one, it is likely that others will follow suit.
Last year, Sony did a similar scheme for television only, one which saw sales of its exclusive Bravia range shot up by a staggering 150 percent.
This year's campaign will include a football-themed TV advert that features the likes of Graham Taylor, Kenny Dalglish and Stuart Pearce.
Unlike similar schemes elsewhere, Sony doesn't care whether the products work or not which is a good thing for those willing to buy non working stock from Ebay and flog them for some cash off Sony electronics.