Dixons Retail, the multi-channel retailer which incorporates PC World and Currys, is to co-sponsor the Super Theatre at Gadget Show Live.
The Super Theatre is a 4,500 seater arena within Gadget Show Live and will be home to daily hour-long live performances featuring TV presenters Jason Bradbury, Rachel Riley, Jon Bentley and Ortis Deley.
The Super Theatre includes interactive content, high octane stunts and prize giveaways, and VIP, premium and front row tickets are already sold out for 2014.
“We are delighted to be partnering with The Gadget Show Live in 2014,” commented Benjamin Kaye, Head of Brand Communications for Currys & PC World (Dixons Retail).
“An extension of our existing sponsorship of The Gadget Show, the partnership will help reinforce our position at the heart of new and innovative technology.
“Aside from brand and advertising support, we will be joining The Gadget Show presenters on stage for all sorts of exciting activity and running a range of compelling World Cup-themed competitions for audience members.
“We're really looking forward to talking to tech lovers on a much more personal level, and helping them get the most out of their purchases.”
Sally Bent, event director of Gadget Show Live, added: “The crossover between our audience and Dixons Retail's consumer base makes this the perfect partnership for both parties and we’re excited to see the creative content they are planning for the stage shows in this year’s Super Theatre.”