Sony Ericsson to back MOBO awards

LONDON - Handset manufacturer Sony Ericsson has signed up as a second tier sponsor of this year's MOBO Awards and will use the tie-up to promote a limited edition bling-styled Walkman phone.

The brand is sponsoring the Best Radio DJ Award category at the awards, which take place at WembleyArena on Wednesday, 15 October.

MOBO has agreed to provide Sony Ericsson with exclusive content to support the launch of the latter's limited edition white and gold W910i Walkman handset.

The mobile manufacturer, which joins headline sponsor Western Union, hopes it will gain brand exposure among the anticipated 250 million global TV audience that the awards attract.

Sony Ericsson's association with MOBO will form the backbone of an advertising, promotion and point-of-sale campaign.

The W910i handset will be available exclusively at The Carphone Warehouse store in the run-up to Christmas.

In the UK, the awards will be broadcast live on BBC3, with a 90-minute special airing on BBC1. Previous awards winners include Lionel Ritchie,  Eminem, Amy Winehouse and Dizzee Rascal.

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