Monthly music magazine Q has partnered with Sony Xperia in a deal which will see the mobile firm sponsor the 2014 Q Awards.
Online and print campaigns promoting the tie-in will launch today and continue until the awards commence October 22.
The campaign for the Bauer Media-owned magazine will see Xperia branding on the official signage and on the co-branded awards logo.
Xperia will also sponsor two of the event's award categories, 'Q Best New Act' and 'Q Innovation In Sound'.
Clare Chamberlain, head of creative and brand solutions at Bauer Media, said: “The 25th anniversary of the Q Awards is a real milestone for us and we’re delighted that Sony has invested in such a big way across our multiple platforms – it’s a great fit for both brands. This year promises to be the biggest day in the Q Awards’ history and we are pleased Sony will play a big part in it.”
Catherine Cherry, marketing director for Sony Mobile North West Europe, said: “The access that working with the Q Awards provides us epitomises what our Xperia Access campaigns intend to provide – an exceptional and unique window into some of the best music talent in the world.
“Using Xperia devices will also enhance the event as we use them to record and broadcast exclusive content for our fans.”
The 25th Q awards will be hosted by Absolute Radio’s Christian O’Connell.
This comes after Bauer media awarded Phil Alexander, editor-in-chief of Kerrang! and Mojo, the position at Q magazine.