Sony Taking Activation Action On 2010 Dew Tour

June 14, 2010: Sony said its has joined an all-star action sports marketing roster supporting the 2010 Dew Tour, a series of five events featuring competition in skateboard, BMX and freestyle motocross athletes. Among the athletes scheduled to participate are Shaun White, Ryan Sheckler and Chaz Ortiz.

Sony will be part of the Tour beginning June 25 in Boston and running until Oct. 17 in Las Vegas. Financial terms were not disclosed.

Other Dew Tour partners include title sponsor Mountain Dew (a division of PepsiCo); event title sponsors Nike 6.0, Wendy's and Toyota; and associate partners Ball Park, JCPenney, Matador by Jack Link's, Paul Mitchell, PlayStation, PowerBar and Verizon.

As part of the deal, Sony will get event signage and have an on-site "Innov8 Park," three separate Sony tents where fans can "See It, Hear It, Play It & Share It Here First."  In addition to showcasing a variety of new products, the tents will host appearances and signings from top athletes competing on tour. Among those scheduled to appear are Ortiz (2008 Dew Cup Champion), Daniel Dhers (three-time Dew Cup Champion), Ryan Decenzo, Adam Taylor, Tyler Hendleyand Jordan Hoffart.

Sony also is supporting with social media including dedicated destinations at Twitter and Facebook.

Among the products Sony said it plans to feature is the PlayStation Move motion controller and 3D Gaming, with fans able to interact with such titles as WipEout, MotorStorm:Apocalypse, Pain and Super Stardust. Other products scheduled to be featured are Bloggie cameras, the TRIK iPod/iPhone Dock Speaker System and PIIQ headphones.

The Tour is under the auspices of Alli (Alliance of Action Sports) and includes such media partners as NBC Sports, MTV and USA Network. The Dew Tour is also distributed on Fuel TV, Universal HD, and internationally on Eurosport 2, Fox Australia, Extreme Channel and Allarco Superchannel.

2010 Dew Tour Event Schedule:
• June 25-26: Boston, Skate Open, ISF Skateboarding World Championships
• July 23-24: Chicago,  Nike 6.0 BMX Open
• Aug. 12-15: Portland, Ore. Wendy's Invitational
• Sept. 16-19: Salt Lake City,  Toyota Challenge
• Oct. 14–17: Las Vegas, Dew Tour Championships

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