While Sony Electronics, Inc. has long used sponsorship to promote new products and get them into the hands of consumers, the company has recently taken its use of the medium to a new level.

The largest unit of Sony Corp. of America has spent an estimated low seven figures on new deals over the past several months with properties ranging from marathons to music festivals to extreme sports events.

Sony Electronics last week announced a new partnership with the Dew Tour action sports series to promote multiple products including Piiq headphones, TRiK docking stations and Bloggie pocket camcorders.

The deal builds on other first-time sponsorships signed over the past several months: The Rock ‘n’ Roll Marathon Series on behalf of the Walkman brand and the Coachella Valley Music and Arts Festival in Indio, Calif. and The Bamboozle music fest’s East Rutherford, N.J. and Chicago events to promote the Bloggie line of ultra-portable video cameras.

Two of its new deals build on existing relationships held by its sibling Sony Corp. unit Sony Computer Entertainment America Inc., the maker of PlayStation video game consoles. Sony Electronics joined eight-year sponsor SCEA at Coachella in April, while PlayStation has been title sponsor of the Dew Tour’s season-ending stop in Orlando, Fla. for the past five years.

SCEA dropped the event title for this year, stepping down to associate status with the tour; a move designed to make better use of media to promote new game launches, said Wade Martin, CEO of Alli, the Alliance of Action Sports, which owns the tour.

In the midst of restructuring the Dew Tour deal with PlayStation, Alli approached Sony Electronics about a potential partnership that would align it with its sibling. Once the unit expressed interest in funding such a tie, the parties worked with Ginger Kraus, SCEA’s vice president of promotions, to coordinate the relationship between all three entities.

The two Sony companies will jointly activate the sponsorship by hosting discrete See, Hear, Play and Share demonstration areas within a Sony Innov8 Park installation at each of the tour’s five stops.

In addition to product demos, Innov8 Park will feature giveaways, live graffiti art, and autograph signing sessions with six Dew Tour athletes, including BMXer Daniel Dhers and skaters Chaz Ortiz and Ryan Decenzo.

Sony Electronics will further activate the tie by capturing user-generated content from the Bloggie cameras it will lend to attendees. It will share some of that content through video vignettes on Dew Tour TV broadcasts on NBC, USA and MTV2, as well as online through the PlayStation network.

For its part, SCEA will leverage the tie through a cross-promotion with tour sponsor Wendy’s Int’l, Inc., which titles the series’ Portland, Ore. stop in August. At each tour event, Sony will demo PlayStation 3D gaming technology at the quick-service restaurant chain’s on-site lounge. Wendy’s will use traditional media to promote the lounge and gaming experience.

The Dew Tour kicks off June 25 in Boston with the ISF Skateboarding World Championships. The tour will then visit Chicago, Portland and Salt Lake City before culminating with the October 14 Dew Tour Championships in Las Vegas.