The Games Media Awards won't be kicking off until October, but Sony is already gearing up for the event in an effort to promote the launch of the PlayStation Vita.
Sony will be sponsoring the GMAs as a "Gold Partner," and sees the event as the ample opportunity to officially introduce the Vita to the gaming world:
The specialist press are our bread and butter and it's only right that they get the recognition they deserve. The GMAs continue to increase in significance, and 2011 is shaping up to be no less significant for PlayStation with Resistance 3, Uncharted 3 and of course PlayStation Vita on the horizon.
Other sponsors include Activision, Electronic Arts, and even the Vita's main competitor, the Nintendo 3DS. The event will be held on October 26th at London's Vinopolis venue. For more details on the GMAs you can follow the event on twitter.