Leading Brands Join Mountain Dew For Launch of NBC & Clear Channel¿s New Action Sports Franchise
NEW YORK ¿ October 4, 2004 ¿ On the heels of Mountain Dew signing on as Tour title sponsor, the Dew Action Sports Tour, the first-ever season-long professional multi-sport tour in action sports, announced today that it has secured all of its founding sponsor positions. The five founding event title sponsors are Panasonic, Right Guard Xtreme, Vans, Toyota and PlayStation®.
All founding sponsors receive Tour-wide category exclusivity and Tour stop entitlement at each sponsor¿s respective event. Founding sponsors receive fully integrated marketing benefits across all Tour events, including television ads, print promotion, event signage and branding, online assets, grassroots marketing elements, hospitality, and inclusion in the Tour¿s multi-million dollar, innovative cross-platform marketing campaign.
The Dew Action Sports Tour schedule and founding sponsors¿ respective entitled events are as follows:
|Event One||June 9-12, 2005||Panasonic|
|Event Two||July 7-10, 2005||Right Guard Xtreme|
|Event Three||August 17-21, 2005||Vans|
|Event Four||September 7-11, 2005||Toyota|
|Event Five||October 12-16, 2005||PlayStation|
The inaugural host cities for the Tour will be selected and announced in the coming weeks.
Pacific Cycle (Mongoose, Schwinn, GT Bicycles) and Just Born®, Inc. (Chew-ets® Peanut Chews®, Hot Tamales®, Mike and Ike®, Zours® and Marshmallow Peeps®) have also agreed to join the Dew Action Sports Tour as associate level sponsors, and will receive fully integrated marketing assets across the Tour. The Tour is in discussions with other companies for the remaining two associate level sponsorships.
Owned by NBC Sports and Clear Channel Entertainment – Motor Sports, the Dew Action Sports Tour debuts in June 2005. The Tour boasts five major, multi-sport events, the biggest competitive purse in action sports, a Million-Dollar Bonus Pool based upon year-end standings, and the largest network and cable television broadcasting commitment ever.
¿We are thrilled to have such prominent companies on board as our founding sponsors,¿ said Wade Martin, General Manager of the Dew Action Sports Tour. ¿They are all leaders in their individual industries, savvy youth marketers, and are dedicated to the growth of action sports. Our partners represent diverse businesses, and we are excited about the prospect of each using their respective marketing efforts to bring their association with the Dew Action Sports Tour to life.¿
A series of five major events with a cumulative points system, the 2005 Dew Action Spports Tour will consist of multi-sport and entertainment festivals covering over one million square feet in both indoor and outdoor venues. In addition to the primary sports of skateboarding, BMX, and freestyle motocross, each tour stop will feature a unique ¿specialty comp¿, such as snowboarding or wakeboarding. At season¿s end, the Tour will award champions in skateboarding (street and vert), BMX (street, dirt & vert) and freestyle motocross with the Dew Cup. Key lifestyle elements at each Tour event will include live cutting-edge music, video gaming, and interactive events.
NBC plans 19 hours of primarily live coverage for the 2005 Dew Action Sports Tour. A cable broadcast partner and programming plans will be announced at a later date.
Clear Channel Entertainment ¿ Motor Sports will be an integral partner on the Dew Action Sports Tour, lending its considerable expertise in live event touring and promotion, including a wide range of off-channel assets including Clear Channel¿s Radio, Outdoor and Music divisions.
NBC Sports Ventures
NBC Sports Ventures, the business development arm of NBC Sports, produces 80 hours of programming annually for the NBC Television Network including the ADT Golf Skills Challenge, American Century Celebrity Golf Championship, AVP Pro Beach Volleyball Tour, The National Dog Show Presented by Purina, Jeep World of Adventure Sports, Office Depot Father/Son Challenge & the International Auto Show.
Clear Channel Entertainment ¿ Motor Sports
Clear Channel Entertainment ¿ Motor Sports owns, produces and promotes specialized, motor sports events primarily staged in stadiums and arenas. The company stages over 600 events per year and produces over 250 hours of television programming, featuring such premier properties such as THQ World Supercross GP/THQ AMA Supercross Series; USHRA Monster Jam Presented by Ford Trucks & Advance Auto Parts; Hooter¿s IHRA Drag Racing Series & IFMA Freestyle Motocross. Clear Channel Entertainment-Motor Sports, a division of Clear Channel Entertainment, is a subsidiary of Clear Channel Worldwide (NYSE: CCU), a global leader in the out-of-home, advertising industry.