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 Australias 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 todays environment, partnerships and collaborations are a practical way of delivering high-impact activity and maximising commercial value.

Rose continued, Billabong is one of Australias, if not the worlds, most powerful brands. With their team of athletes at the peak of their game in action sports, whether thats surf, skate, snow or wake, its exhilarating just thinking about the opportunities that will be possible by bringing our two brands together.

Derek ONeill, 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.

Sonys marketing-leading capabilities across a range of technologies from Cyber-shot cameras and flash-based Handycam camcorders through to televisions and VAIO notebook computers ensure the delivery of higher quality entertainment to Billabongs tech-savvy youth market.

Handycam: Talk is Cheap, Show Me the Video

One of the first activities to bring the partnership to life is the upcoming campaign for the electronics companys 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.

Billabong ambassadors Joel Parkinson (surfing) and Jon Lorcan (skateboarding) will be featured in the campaign. It will focus on the unbelievable moments or stunts you can only prove happened because they were captured on video. Elements of the activity will include print advertising, an online video site and a consumer competition to win a Handycam flash camcorder every day for 30 days. The campaign launches in mid April.

Sony ambassador: Joel 'Parko' Parkinson

As an extension of Sonys new partnership with Billabong, Joel Parkinson, the current 2009 world tour ratings leader, is a Sony brand ambassador. Working with the electronics company, Parkinson will represent and endorse the Sony brand, Sony sub-brands and products with media, consumers and retail partners.

Parko said, 2009 is shaping up as a big year for me and its pretty cool that the partnership with Sony allows me to keep my fans up to date with whats going on both on and off the world tour. Family, friends and supporters are important to me so documenting my year with products such as Sonys Cyber-shot cameras, Handycam camcorders and VAIO notebooks will help me share my experiences and, hopefully, triumphs.