Global entertainment and action sports will come together with the collaboration of Sony and Billabong. The two companies announced a strategic partnership in Australia to connect the market of both brands. The two companies will collaborate on a number of initiatives that will add value through new business development, brand enhancement and ultimately increased sales. This includes, but is not limited to, sponsorship of events, product demonstrations, store appearances, content development, retail integration, co-branding opportunities and promotional campaigns.

Carl Rose, Sony Australia’s Managing Director, said: “We see this union with Billabong as a fantastic opportunity for both well-known, global brands to really excite and engage Australian consumers and bring the enjoyment of using technology products to life in a very real, authentic way. In today’s environment, partnerships and collaborations are a practical way of delivering high-impact activity and maximising commercial value.”

Derek O’Neill, Billabong Internationals Chief Executive Officer, said: “Billabong continues to build its digital media presence so the partnership with Sony greatly enhances the brands ability to capture and deliver the rich imagery that defines Billabong.”

One of the first activities to bring the partnership to life is the upcoming campaign for the electronics company’s Handycam flash-based camcorder range. The campaign TALK IS CHEAP. SHOW ME THE VIDEO will bring together Billabong athletes and content to demonstrate the capture the moment benefits of flash recording with a camcorder. As an extension of Sony’s new partnership with Billabong, Joel Parkinson, the current 2009 world tour ratings leader, is a Sony brand ambassador.

Image: Billabong

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