Sony Teams with Alli Sports to Become Sponsor of 2010 Dew Tour

Sony today announced plans to sponsor the 2010 Dew Tour, a series of five events throughout the year featuring competition with some of the world's best skateboard, BMX and freestyle motocross athletes.

Beginning in late June with the Skate Open, ISF™ Skateboarding World Championships in Boston and culminating this October with the Dew Tour Championships in Las Vegas, each event will feature "Innov8 Park", three separate Sony tents inviting fans to "See It, Hear It, Play It & Share It Here First." In addition to showcasing a variety of new products, these tents will host appearances and signings from several of the most recognizable athletes competing on tour.

  Featured products to include:

  --  PIIQ™ Headphones Line - These new headphones provide a premium
      sound experience while blending styles from action sports, music, art
      and street culture, making them a natural fit for the 2010 Dew Tour. 
      On-site product giveaways, listening stations featuring playlists
      custom-created by Dew Tour athletes and much more will also be
      available. Five distinct styles are available including:
      --  Marqii™ Premium Cans - ($99.99) Supreme sound and build quality
          with comfortable, secure fit
      --  Giiq™ Over-Ear Cups - ($49.99) Slick-skinned cord and flex
          motion cups for fit. Crystal clear, robust sound
      --  Triqii™ Over-Beanie Phones- ($29.99) Scar-resistant skin stays
          neat through thick and thin
      --  Qlasp™ Lobe Clip Buds - ($24.99) Earbud style clips on and
          hangs tough
      --  Exhale™ Big Bass Buds - ($14.99) Big beat bluster in a bud body
  --  TRIK™ iPod/iPhone Dock Speaker System - ($130) Ideal for the music
      enthusiast who wants outstanding sound to fit their personal style,
      this unit offers a rich audio experience in a compact and fully
      customizable design.  On-site activities will include guest DJs
      spinning from a life-size TRIK system, live graffiti art demo,
      listening stations, product giveaways and more.
  --  Sony bloggie™ Cameras - ($170) Upload your life with Sony's
      ultra-portable, ultra-compact high-definition video camera.
      "Pistol-grip" vertical design and large flip out 2.5-inch screen
      allows you to catch special moments on-the-go.. Onsite product rentals
      and wired upload stations for event attendees will be available.
  --  PlayStation® Move motion controller & 3-D Gaming - Fans will have the
      chance to step inside the redesigned PlayStation® Patrol truck for a
      first look at the PlayStation Move motion controller as well as
      exclusive Blu-ray games on the PS3™ system, or check out the
      stereoscopic 3-D gaming tent with titles WipEout™, MotorStorm®:
      Apocalypse™, Pain™ and Super Stardust™.


  Athletes to appear at Sony "Innov8 Park" tents include:

  --  Chaz Ortiz - Pro Skater, 2008 Dew Cup Champion, 2nd overall in 2009
      Dew Tour rankings
  --  Daniel Dhers - Pro BMXer, three-time Dew Cup Champion (2006-2008), 3rd
      overall in 2009 Dew Tour rankings
  --  Ryan Decenzo - Pro Skater, 4th overall in 2009 Dew Tour rankings
  --  Adam Taylor - Pro Skater, 6th overall in 2009 Dew Tour rankings
  --  Tyler Hendley - Pro Skater, 13th overall in 2009 Dew Tour rankings
  --  Jordan Hoffart - Pro Skater, 19th Overall in 2009 Dew Tour rankings


  Dew Tour Event Schedule:

  --  June 25-26, 2010 : Boston, Skate Open, ISF™ Skateboarding World
      Championships
  --  July 23-24, 2010: Chicago,  Nike 6.0™ BMX Open
  --  August 12-15, 2010: Portland, Ore. Wendy's™ Invitational
  --  September 16-19, 2010: Salt Lake City,  Toyota™ Challenge
  --  October 14-17, 2010: Las Vegas, Dew Tour Championships

Where to buy Sony products: Sony's PIIQ Headphones, TRIK iPod Dock Speaker System, bloggie™ camera and PlayStation 3 game systems and accessories can all be purchased at www.sonystyle.com as well as at Sony Style stores and other authorized retail outlets nationwide.

  STAY CONNECTED
  To follow all of Sony's action on the Dew Tour:

  --  Twitter - follow @SonyElectronics, tweet (click here - link to be put
      in to our twitter)
  --  Facebook - check out photos, video and more at
      www.facebook.com/sonyelectronics

About the Dew Tour: The Dew Tour consists of five major, multi-sport events spanning across the country, with a cumulative points system, a $2.5 million competitive purse a bonus pool at year-end based on overall tour standings. The Tour features skateboarding (park and vert), BMX (park, vert and dirt) and freestyle motocross. At season's end, the overall points leaders in the five disciplines will be crowned year-end champions and awarded the prestigious Dew Cup. As part of an Alli property, key lifestyle elements complement the competitions at each Tour event including the Festival Village, specialty competitions, and live, cutting-edge music. The Dew Tour is broadcast live on NBC Sports with additional competition and lifestyle broadcasts on MTV, MTV2 and USA. The Dew Tour is also distributed on Fuel TV, Universal HD, and internationally on Eurosport 2, Fox Australia, Extreme Channel and Allarco Superchannel. The Dew Tour partners include Mountain Dew (tour title sponsor) and Nike 6.0, Wendy's and Toyota (event title sponsors). Associate partners include Ball Park, JCPenney, MATADOR by Jack Link's, Paul Mitchell, PlayStation, PowerBar, Sony and Verizon. More information can be found at www.allisports.com.

First Call Analyst:
FCMN Contact:

SOURCE: Sony Electronics

CONTACT: Matt Parnell of Sony Electronics Inc., +1-858-942-7975,
matthew.parnell@am.sony.com; or Amy Hamaoui of PainePR, +1-213-996-3768,
ahamaoui@painepr.com

Web Site: http://www.sonystyle.com/