Organisers of Bradford Festival Mela have secured a major sponsorship deal from electronics giant Sony to take the event into the new Millennium.

The three-year deal, agreed this week, will see Sony Entertainment Television Asia become headline sponsors of the event for the next three years.

The free two-day event attracts more than 150,000 revellers from all over the country to Bradford.

The Mela, which began in 1987, has grown into the largest event of its kind in Europe.

Mark Fielding, director of Bradford Festival Mela, said: "We whole-heartedly welcome Sony's sponsorship.

"This annual festival has become a cultural extravaganza. I am sure that the relationship with Sony over the next three years will prove very beneficial."

The 12th Bradford Festival Mela takes place in Peel Park on Saturday and Sunday, July 4 and 5.

It will feature three large music, dance and performance areas, as well as a children's area, funfair and market boasting more than 150 food and craft stalls.

A delighted Rajan Singh, general manager of Sony Entertainment Television Asia, said: "I am very pleased Bradford Festival has agreed to have Sony as the headline sponsor of this important national event for the next three years.

"The significance of the Bradford Mela to the Asian community cannot be underestimated, and we are honoured to be present at this worthwhile event."

Sony Entertainment Television Asia began broadcasting in the UK in March, 1998 and hopes to repeat the success enjoyed by the network in India.

The network offers a blend of family-oriented entertainment and is rapidly becoming established in this country.

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