Sony Renews Dew Sports Tour Sponsorship
Sony Computer Entertainment America Inc. is bringing some sizzle to the upcoming AST Dew Action Sports Tour.
Under the partnership, fans can visit the PlayStation Experience truck to sample PlayStation products. At home, consumers can vote for their favorite athlete in the brand’s Trick of the Week contest.
At the end of each tour stop, people vote online at ASTDewTour.com for their favorite trick of the event. Once the votes are tallied, one athlete will earn the PlayStation Trick of the Week title and receive a check for $5,000. At the fourth stop in October, voters can select the PlayStation Trick of the Year, in which one winner will receive $10,000 and other prizes.
The action sports tour, which kicks off June 21, make stops in five cities over a five-month period. Locations include Baltimore, Cleveland, Portland, OR, Salt Lake City and Orlando.
The effort marks the third time Sony has sponsored the tour.
“Our partnership with the AST Dew Tour allows us to reinforce our already dominant presence within the action sports market and also provides us with the opportunity to increase exposure for the PlayStation brand,” said Donna Armentor, senior manager of promotions at Sony Computer Entertainment America, in a statement.
Right Guard has renewed its event title sponsorship of the tour.
The sponsorship supports the Right Guard Xtreme line of antiperspirants and deodorants. As part of the partnership, the company will host the Right Guard Open July 19-22 in Cleveland, OH, at the city’s North Coast Harbor.
In addition to the Right Guard Open, the company is sponsoring two top action sports athletes, Jean Postec and Steven McCann.
Dew Action, which NBC Universal and Live Nation owns, debuted in 2005 and includes skateboarding, BMX and freestyle motorcross with champions earning the coveted Dew Cup.
For more coverage on sampling
For more coverage on interactive marketing
