Electronics giant Dixons Retail is partnering with The Gadget Show Live.
The firm is sponsoring the show's 4,500 seater Super Theatre, which hosts daily hour-long live Gadget Show performances.
Hosted by the Channel 5 show's presenters Jason Bradbury, Rachel Riley, Jon Bentley and Ortis Deley, the Super Theatre is also home to a mix of stunts and prize giveaways.
“We are delighted to be partnering with The Gadget Show Live in 2014. 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," said Benjamin Kaye, head of brand communications for Currys & PC World (Dixons Retail).
“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, Gadget Show Live, added: "The crossover between our audience and the the Currys & PC World consumer bases 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."
Based on the popular Channel 5 show, the Gadget Show Live expo is one of the UK's top tech events and celebrates its tenth anniversary this year. Taking place from April 9th to 13th, the show is expected to attract over 85,000 visitors across its five days.