The public can trade in their electronics goods for money off certain Sony products in a promotion that runs from 29 April until the World Cup final on 11 July.
However, the offer excludes discounts on the purchase price of Sony Alpha DSLRs, a Sony UK spokeswoman has confirmed to Amateur Photographer.
The offer applies to any brand of gear brought in, including DSLRs.
And the equipment to be traded in does not have to be in working order, according to Sony.
Discounts include up to £30 off Sony Cybershot cameras and up to £60 off a Sony Handycam.
For a full list of retail outlets running the promotion visit www.sony.co.uk/tradein (the link will not go live until 29 April.