Not the usual beast!

Sony Ericsson wanted a long-term partner to reach out to Britain's urban youth. Since 2005, Brando has strategically taken them from support act to lead sponsor of the UK B-Boy World Championships.  Media partnerships, merchandise, careful branding and social media has made Sony Ericsson an accepted part of the B-Boy community. For the last two years, Channel 4 has travelled the globe as the B-Boys battle their way to the World Finals stage in London's Brixton Academy.  The results played out over a six part TV series on C4 entitled the Sony Ericsson World Series.  Fans could watch any missed episodes again and view other exclusive downloadable B-Boy content from our dedicated website... www.b-boychampionships.com/tv