In Times Square in New York, Siemens is replacing Sony on a big billboard run by Disney's ABC television network. And, at the Disney-owned Epcot Center, the German company is taking over Spaceship Earth, a golf-ball-shaped attraction that AT&T Corp controlled for two decades.

Siemens will be putting its logo on those Disney showpieces and other prominent properties as part of a 12-year deal aimed at boosting its brand recognition in the US. Media reports state that Siemens will sponsor several rides and attractions at Walt Disney World Resort and the two companies will work together to develop and apply new technologies across a range of Disney businesses.

Siemens AG is one of the largest global electronics and engineering companies with worldwide sales of $91.5 billion in 2004. The deal allows Siemens to reach a U.S. audience with its brand and technology in a new and entertaining way, while giving Disney an international partner as the company expands abroad.

Media reports indicate that it is in tune with Disney COO, Robert Iger's plan for building relationships with companies and countries, to complement the brand on a global basis.