Win or lose, at least guests at this year's MCV Awards will be able to shake their booty into the small hours thanks to current chart-topper Just Dance.
The Wii game from Ubisoft has provided the biggest surprise of 2010 so far by out-selling everything during mid-January, remaining at number one for a fortnight.
Just Dance is the sponsor of this year's After Party at the MCV Industry Excellence Awards, taking place on Thursday April 22nd at The Brewery, Chiswell Street, London.
"Just Dance has been brilliantly supported by the trade and is part of a long-term strategy for us," said brand manager Rachael Grant.
"We know that every retail buyer and all key media will be at the MCV Awards. It is a hugely important event, so this partnership delivers excellent cut-through for us."
The awards are almost sold out and will host over 600 retailers and execs from all sectors of the business.
New categories this year include Game Creative and Peripherals and Accessories Brand.
Other sponsors include Nintendo (Retail Partner) and Codemasters (Pre-Event Reception Partner), plus award-specific sponsors Anti-Grav Media, The Hut and Premier Public Relations.
For more information about sponsorship opportunities and tables contact Kathryn Humphrey on 01992 535 646 or email Kathryn.Humphrey@intentmedia.co.uk