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Alli Sports and Mountain Dew Announce Long Term Extension and New Dew Tour
BURR RIDGE, IL, Apr 16, 2012 (MARKETWIRE via COMTEX) --
Alli Sports, a division of the NBC Sports Group, today announced a
four-year renewal of their partnership with Mountain Dew, along with
the 2012 schedule for the new Dew Tour. Alli Sports, together with
Mountain Dew, who has been the tour title partner since its
inception, is reshaping the Dew Tour to showcase action sports in
three large-scale, premium and 'grand-slam' style events.
Leveraging the resources of the NBC Sports Group, which acquired 100%
of Alli Sports last year, the new Beach, City, Mountain tour model
will better serve the needs of the athletes and action sports
community. The three premium events will boast expanded television
programming and digital strategy across NBC, NBC Sports Network,
nbcsports.com and allisports.com, as well as hyper-local promotional
and programming opportunities through the NBC Sports Group's owned
stations and regional sports networks. At the event level, each stop
will include expanded and new sports and disciplines, and an enhanced
on-site experience featuring more live music and a new "Dew Tour
Experience," bringing all aspects of action sports culture to life
throughout the five-day festivals.
"The action sports landscape has grown and changed dramatically since
we launched the Dew Tour in 2005. The multi-stop series format was
what the industry wanted and needed then. The Dew Tour changed the
industry forever, taking the sports to a whole new level. The new Dew
Tour, which will include three major events across Beach, City and
Mountain venues, represents what the athletes and industry want and
need today," said Wade Martin, President & CEO, Alli Sports. "We
believe our partnership with Mountain Dew represents one of the most
unique, integrated relationships between brand and property in all of
sports. This partnership extension and the new approach we created
for the Dew Tour together with Mountain Dew, the athletes and the
industry, truly underscores that."
"Dew Tour continues to work hand-in-hand with the athletes. They
asked for a platform that would elevate their sports and we worked
with Alli to deliver that," said Brett O'Brien, Vice President of
Marketing, Mountain Dew. "With the new Dew Tour, we are working to
ensure that we evolve along with the action sports community. With
input from the athletes, we're developing a platform that answers
their call for fewer, bigger, better events."
Spanning the country August through December, the 2012 Dew Tour
schedule will include returns to Ocean City, Md. and Breckenridge Ski
Resort, with a debut event in San Francisco on the West coast. The
Dew Tour will integrate the character of each stop into the overall
feel of the event, capitalizing on impactful Beach, City and Mountain
backdrops as each of the three events will draw inspiration from the
host city to create its own identity.
-- Beach: Ocean City, Md. - August 16-19
-- City: San Francisco, Calif. - October 18-21
-- Mountain: Breckenridge, Colo. - December 13-16
The 2012 Dew Tour will include over 30 hours of live television
coverage on NBC and NBC Sports Network. In addition, the Dew Tour
will present an expanded digital offering including live competitions
and behind-the-scenes exclusive content across multiple platforms. In
addition, all broadcast hours will be distributed live
internationally across Alli's extensive network of distribution
partners.
"The NBC Sports Group is excited about the new model of the Dew
Tour," said Rob Simmelkjaer, SVP, NBC Sports Ventures and
International. "This new approach is consistent with our 'big event
strategy' and will allow us to leverage the powerful resources we
have across broadcast, cable and digital. From all angles --
programming, promotion, production and scheduling -- the new Dew Tour
fits incredibly well into the NBC Sports Group."
Utilizing the athletes as the drivers of the Tour, each of the three
stops will present a different mix of sports and disciplines. Over
the past six months, Alli Sports and Mountain Dew -- reinforcing a
long-standing commitment to the action sports community -- have held
panels with athletes, agents and industry veterans to determine the
best way to progress the sports and elevate sports' stars and the
competitions. Open communication led to the development of the new
model of the Dew Tour, as participants expressed their ideal courses,
disciplines, formats and overall event authenticity.
"I think it's cool that Alli and Mountain Dew held panels this year
for all of the competitors so we can share our input on the event.
Bringing the events to venues that have such a strong history in
skate will step up the level of competition, and I'm looking forward
to seeing it all come together," said Mountain Dew athlete Paul
Rodriguez.
For additional Dew Tour event information, visit www.Allisports.com
and the Dew Tour Facebook page.
Alli Sports
Alli Sports, is an action sports lifestyle brand whose
mission is to connect fans with athletes and brands through best in
class events, media, and authentic branded products. Alli Sports
includes: the Dew Tour, Lucas Oil Pro Motocross Championship and the
Red Bull Signature Series; Alli Media, which creates, produces, and
distributes original content; Alli RideShop, an online retailer
carrying top skate and BMX consumer products; and Alli MotoShop an
online retailer carrying top moto consumer products. Alli Sports is
owned by NBC Sports. More information can be found at
www.allisports.com.
NBC Sports Group
When the Comcast-NBCUniversal transaction was
completed in January of 2011, the broad reach and storied history of
NBC Sports united with Comcast's 24/7 ability to super-serve fans to
create the NBC Sports Group. The new sports media company consists of
an array of broadcast television, cable television and digital sports
assets, including NBC Sports & Olympics, Golf Channel, Versus, 11
SportNets (regional sports networks) and their respective websites.
Together, the new combined assets of the NBC Sports Group possess an
unparalleled collection of television rights agreements, partnering
with some of the most prestigious sports properties in the world: the
Olympics, NFL, NHL, PGA TOUR, PGA of America, USGA, IndyCar, French
Open, Tour de France and The Kentucky Derby, Preakness and Belmont
Stakes.
About Mountain Dew
With its one-of-a-kind citrus taste, Mountain Dew
exhilarates and quenches with every sip. In addition to original
Mountain Dew(R) and Diet Mountain Dew(R), the permanent DEW product
line includes Mountain Dew Code Red(R), Mountain Dew LiveWire(R),
Mountain Dew Throwback(R), Mountain Dew Voltage(R) and Mountain Dew
White Out(R). For more information, check out www.mountaindew.com or
www.facebook.com/mountaindew or on twitter @mtn_dew.
Image Available: http://www2.marketwire.com/mw/frame_mw?attachid=1949560
For further information:
Alli, Alliance of Action Sports
Colleen Hillgard
(630) 908.6334
colleenhillgard@allisports.com
Mfa
Carolyn Conners
(212) 561.6459
cconners@mfaltd.com
SOURCE: Dew Tour
mailto:colleenhillgard@allisports.com
mailto:cconners@mfaltd.com
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