The sponsorship package includes idents to appear before and after ad breaks and online and mobile interactive content.
New microsites have been built as part of the sponsorship deal, including an interactive DanceStar branded area that can be accessed by pressing the red button during the show.
The length and financial terms of the deal were not disclosed.
Alan Duncan, Sony Computer Entertainment UK marketing director, says: “The partnership is the perfect medium for us to build a platform around the forthcoming DanceStar Party launch and continue our commitment to moving gaming culture into the mainstream entertainment sphere.”
The first series was sponsored by cold sore cream Cymex and the second by Wink Bingo. The third series of TOWIE screens on 25 September on ITV2.
Superdrug has launched an exclusive range of The Only Way Is Essex branded cosmetics and perfumes for its customers to replicate the look of the characters from the BAFTA award winning programme.