Sony Corp. is expected to announce a multi-year extension of its title sponsorship of the Sony Open in Hawaii golf tournament, people familiar with the situation say.

A Sony announcement could come as soon as tomorrow with a press conference called for the Kahala Hotel & Resort for what organizers term a "Sony Open in Hawaii PGA Tour golf tournament announcement."

Sony began sponsoring the event in 1999, replacing United Airlines. It is the first full-field event on the PGA Tour calendar and follows the Hyundai Tournament of Champions. Last year’s Sony purse was $5.4 million. This is the last year of the current contract. This year’s event is Jan. 13-16 at Waialae Country Club.

A spokesman for the Sony Open declined to confirm the extension and a PGA Tour spokesman decliined comment other than to confirm the press conference. But people familiar with operations say a renewal has been in the works.

The press conference is expected to have a 3-D component to it.