NIKE 6.0 ELEVATES SPONSORSHIP WITH THE DEW TOUR TO EVENT TITLE SPONSOR
The World’s Premier Action Sports Tour and Nike 6.0 have joined forces to kick off the 2009 Dew Tour with its first ever BMX-Specific Event
Burr Ridge, Ill. – May 6, 2009 – Marking a major sponsorship milestone, the Dew Tour announced today a multi-year deal with Nike 6.0, part of Nike’s action sports division, as the new event title sponsor of the BMX-specific stop of the Dew Tour. Nike 6.0 will debut its new sponsorship role at the Nike 6.0 BMX Open in Chicago’s Grant Park, June 26-27, 2009, but will continue as an associate sponsor for the remaining 2009 Summer and Winter Dew Tour stops.
In addition to showcasing the BMX park, vert and dirt disciplines that have been a staple on the Dew Tour over its five-year history, Nike 6.0 will be adding a “true street” specialty competition to the first ever Nike 6.0 BMX Open. The street comp will consist of nine riders divided into teams of three with a filmer for each team. The three captains – Garrett Reynolds, Van Homan and Sean Sexton (chosen based on their X Games 14 podium finishes) – will choose their teammates for the competition, and the winning team will be judged by a combination of scores from a jam session on June 26 and a video part created prior to the jam.
“Nike 6.0 is deeply committed to Action Sports, and the Dew Tour has proven to be an incredible platform to elevate our athletes. The new BMX-specific stop is a great opportunity to showcase our support, and it was only natural for Nike 6.0 to increase our sponsorship level to Title Sponsor,” said Bastien Renard, Nike Global Brand Director of Action Sports. “We are honored and beyond excited to be able to add a true street comp to the BMX Open and invite a new sector of BMX riders to participate in the Dew Tour.”
“Having one of the biggest brands in all of sports join us as a title sponsor is a tremendous example of the strength of the Dew Tour property,” said John Stamatis, Vice President of Marketing and Partnerships. “The fact that Nike 6.0 is extending their involvement in the Dew Tour is a testament to their vision of growing action sports at all levels.”
“I’m stoked that Nike 6.0 is sponsoring the BMX event this year,” said Dennis Enarson, Nike 6.0 athlete and third in the 2008 Dew Tour’s BMX dirt rankings. “Having them host the first stop of the Dew Tour will make it that much better and will elevate the level of riding even more.”
Nike 6.0 originally signed on as an associate-level partner for the 2008 Dew Tour as well as the inaugural Winter Dew Tour. As event title sponsor, Nike 6.0 will receive tour-wide exclusivity in the footwear, athletic and casual apparel, and outerwear categories. Nike 6.0 will also receive fully integrated marketing benefits, including television ads on NBC and USA Network, online and on-site exposure as well as inclusion in the Tour’s multi-million dollar marketing campaign.
The complete 2009 Dew Tour schedule is as follows:
Event Date Location
Nike 6.0 BMX Open June 26-27 Chicago, Ill.—Grant Park
Skate Open July 24-25 Boston, Mass.—TD Banknorth Garden
Wendy’s Invitational Aug. 13-16 Portland, Ore.—Rose Quarter
Toyota Challenge Sept. 17-20 Salt Lake City, UT—EnergySolutions Arena
PlayStation® Pro Oct. 15-18 Orlando, Fla.—Amway Arena
Entering its fifth year, the Dew Tour is the most watched and attended action sports property in the world. Attendance for the 2008 Dew Tour totaled nearly 275,000 and an average of 41 million viewers tuned in via NBC and USA. The top athletes in the world will take part in this year’s Tour, all competing for the highly coveted Dew Cup that will be awarded in Orlando at season’s end to champions in each of the six disciplines. The 2008 Dew Cup winners include Chaz Ortiz (Skateboard Park), Pierre-Luc Gagnon (Skateboard Vert), Jamie Bestwick (BMX Vert), Cameron White (BMX Dirt), Daniel Dhers (BMX Park), and Adam Jones (Freestyle Motocross).
Nike 6.0
The Nike 6.0 brand defines innovation and embodies the creativity of youth, united by action. Nike 6.0 delivers footwear and apparel to support the new generation of action sports athletes who are changing the worlds of Surf, Snow, BMX, MOTO, Freeski and Wake. Their unlimited potential and contagious energy deliver the future through performance and lifestyle. www.nike6.com
Dew Tour
The Dew Tour consists of five major, multi-sport events spanning across the country, with a cumulative points system, a $2.5 million competitive purse a bonus pool at year-end based on overall tour standings. The Tour features skateboarding (park and vert), BMX (park, vert and dirt) and freestyle motocross. At season’s end, the overall point’s leaders in the six disciplines are crowned year-end champions and awarded the prestigious Dew Cup. As part of an Alli property, key lifestyle elements compliment the competitions at each Tour event including the Festival Village, specialty competitions, and live cutting edge music. The Dew Tour is broadcast live on NBC Sports with additional competition and lifestyle broadcasts on MTV, MTV2 and USA. Dew Tour is also distributed on Fuel TV, Universal HD, and internationally on Eurosport, Fox Australia, Extreme Channel and Allarco Superchannel. The Dew Tour partners include Mountain Dew (tour title sponsor); and Wendy’s, Toyota and PlayStation® (event title sponsors). Associate partners include Ball Park, Nerf, Nike 6.0, and Verizon Wireless. More information can be found at www.allisports.com.
Alli, the Alliance of Action Sports
Alli, the Alliance of Action Sports, is a global business that encompasses national and international action sports tours and events, multimedia production, and a consumer facing lifestyle brand. The Alliance includes: the Dew Tour, Winter Dew Tour, China Invitational, Maloof Money Cup, Lucas Oil AMA Motocross Championship, King of Wake series, and the Free Flow Tour; Alli Productions, which creates original content, produces and presents content with partners, and distributes Alli content through a variety of channels. Alli is owned by NBC Sports and MTV Networks. More information can be found at www.allisports.com.
NBC Universal
NBC Universal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates the No. 1 television network, the fastest-growing Spanish-language network, a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80%-owned by General Electric, with 20% controlled by Vivendi Universal.
MTV Networks
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world’s leading creators of programming and content across all media platforms. MTV Networks, with more than 150 channels worldwide, owns and operates the following television programming services – MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, LOGO, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, THE N, VH1 CLASSIC, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 300 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.
