The sponsorship comprises of on-set activity, online sponsorship, integrated TV spots featuring the Sony Cyber-shot, Handycam and VAIO brands, as well as products featured throughout the live show, rehearsals and backstage.
Sony will also bring its involvement in So You Think You Can Dance Australia to the retail level, including point-of-sale imagery, catalogues, advertising and in-store content.
Ten's network chief sales officer, Vance Lothringer, said Sony wanted to get involved in the excitement that was rife in the lead-up to the event, and also now the event has started.
"There has been a lot of excitement in the lead-up to Dance Australia, none more so than from Sony Australia. They have wanted to get involved with the show at every level," he said.
