SYDNEY: Surf and electronics don't typically go all that well together, except when you're talking brand alliances.
Surfwear giant Billabong has joined forces with Sony in a timely co-branding agreement that will see both businesses leverage each other's fan base to gain market share in a tougher trading climate.
Launching this week in Sydney, the alliance will entail events sponsorship, product demonstrations, store appearances, content development, retail integration, co-branding opportunities and promotional campaigns.
Billabong International CEO Derek O'Neil said the brand would benefit greatly from the joint venture.
"Billabong continues to build its digital media presence so the partnership with Sony greatly enhances the brand's ability to capture and deliver the rich imagery that defines Billabong".
As part of the agreement Billabong has cut a deal with surfer Joel Parkinson - currently in fourth place in the Billabong world surfing championships – to represent and endorse the Sony brand.