Xerox becomes new partner of Cirque du Soleil July 27, 2011 14:51 by Chris Rails

Xerox has been selected as the new partner of Cirque du Soleil, meaning it will provide office equipment, document technology and service to the travelling show.

It will primarily be involved with Cirque du Soleil's Big Top and Arena Touring shows being held in the US, Canada and Europe.

Christa Carone, chief marketing officer of Xerox Corporation, said: "The performers in Cirque du Soleil are renowned for exhilarating stunts and high performance.

"Xerox technology takes care of the business behind the brand, so they can focus on awe-inspiring feats."

The company will be working with Cirque du Soleil both at its headquarters and touring shows, where it will provide managed print services for devices and their printer ink.

Meanwhile, the show will be helped to develop cross-media campaigns to help gain new audiences and increase ticket sales, while potentially expanding its global reach.