Sony Ericsson Run to the Beat 2009 announced

What Mobile
February 12, 2009

Music has become a key consideration in motivating people to train and increase performance levels. With the return of the Sony Ericsson sponsored Run To the Beat event, the company will be working to deliver new ways of inspiring athletes to train more efficiently and beat personal bests.

Sony Ericsson is also going to unveil a Walkman branded handset that is understood to include tracking software to allow a user to chart their progress while they are training.

“In the past we have had tracking software on our phones and this will be able to help check performance,” said Sony Ericsson UK and Ireland PR manager Richard Dorman. “You will also see more of an evolution towards entertainment. Walkman will not just be about music but also video, as it becomes more of an entertainment device.”

Dorman confirmed Sony Ericsson would not partner with a sports brand for the handset in the same way Samsung have with Adidas for its miCoach.

The second Run To The Beat event will take place on September 27th at the O2 Arena and this year sees the introduction of a genre ‘fight’ to the concept.

Participants will be given the chance to vote for pop, dance, rock or urban music to influence how much each type of music will be represented along the route.

Picture: Panjabi Hit Squad bigging it up for the urban camp

The event aims to use sports science and music to improve the performance of the runners, while also raising money for Leukaemia Research.

Costing £33, runners can sign up to the event and start voting for their favourite genre at


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