Sony Corporation 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 three-year extension to keep the event at Waialae Country Club would mirror the length of the Hyundai Tournament of Champions, whose sponsorship at Kapalua, Maui, was announced earlier this month.

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

Last year Sony announced a one-year extension that takes its sponsorship through 2011, its 13th year.

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 year’s tournament will be played Jan. 13-16 at Waialae Country Club.

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

Today’s news conference is expected to have a 3-D component to it.

The Sony Open is televised by the Golf Channel. Ryan Palmer is the defending champion.