Sony is teaming up with Billabong to bring the enjoyment of technology products to life at sports events around the country and via in-store promotions. As a result, Sony has been involved in a new series of outdoor events such the Billabong Bro Down presented by Sony - a two-day boarding event at Snowpark Wanaka - the 2010 Billabong Pro surf competition at Whangamata, and launched new retail promotions, including a competition to win a trip for two to the Tahiti Billabong Pro surf championships.

Sony provided prizes for the Billabong Bro Down, luring snowboarding stars from the US, Canada, Japan and the Czech Republic to the competition, as well as giving consumers the chance to win a VIP Bro Down experience, with flights, luxury accommodation, and a Sony Handycam to capture all the action.

At the 2010 Billabong Pro Surf Championships, Sony showcased the new Cyber-Shot and Walkman range for onlookers who braved strong winds to see Gisborne surfer Maz Quinn and Jessica Santorik of Raglan take out the men’s and women’s divisions, and provided electronics equipment for capturing the action in high definition.

Sony’s market leading capabilities across a range of technologies ensure the delivery of higher quality entertainment to Billabong’s tech-savvy youth market, and Billabong International CEO Derek O’Neill says the relationship has been mutually beneficial: “Billabong continues to build its digital media presence so the partnership with Sony greatly enhances the brand’s ability to capture and deliver the rich imagery that defines Billabong.”