Europe : Sony Ericsson has become a key sponsor of this year’s MOBO Awards Show that takes place at Wembley Arena on Wednesday 15 October. It joins headline sponsor Western Union in reaching a TV audience in excess of 250m viewers worldwide.

As part of the Sony Ericsson sponsorship deal - that includes category sponsorship of the hotly contested ‘Best Radio DJ Award’– MOBO will also provide exclusive content to support the launch of Sony Ericsson’s new special MOBO edition of the white and gold W910i Walkman handset, exclusively available at The Carphone Warehouse, in the run up to Christmas.

A national advertising, promotion and point-of-sale campaign using MOBO branding is planned by Sony Ericsson. The MOBO Awards Show is broadcast live on BBC3, with a special 90 minute
broadcast on BBC1.

Commenting on the brand partnership with Sony Ericsson, Kanya King MBE, MOBO founder, said: “Mobile is now de facto one of the preferred channels for music consumption amongst young people all over the world and we are absolutely delighted to have Sony Ericsson as a partner to help provide exciting MOBO content for their discerning customers as well as drive development of the mobile channel in supporting urban music in the UK.”

David Hilton, head of marketing at Sony Ericsson UK & Ireland added: “We’ve been heavily involved in the music industry since we launched our first Walkman handset back in 2005. The MOBO Awards Show is a fantastic property for us to align our market leading handsets with and we are confident that, with The Carphone Warehouse support, we can make the W910i a ‘must have’ stocking filler this Christmas.”

Tickets for the MOBO Awards Show start as low as £20. For more information,
visit www.wembleyarena.co.uk or www.mobo.com