The first Dew Action Sports Tour, to be held next year, has signed Panasonic, Right Guard Xtreme, Vans, Toyota and PlayStation as its founding sponsors. Mountain Dew is the title sponsor of the multi-sport action sports tour, which is a joint venture of NBC Sports and Clear Channel Entertainment-Motor Sports.
All founding sponsors receive tour-wide category exclusivity and tour stop entitlement at each sponsor’s respective event. They will 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, cross-platform marketing campaign.
Pacific Cycle and Just Born, Inc., maker of Chew-ets Peanut Chews and Marshmallow Peeps, have signed on as associate sponsors. Two additional associate sponsor positions are under negotiation.
The 2005 Dew Action Sports Tour is a series of five major events and entertainment festivals covering more than 1 million square feet in both indoor and outdoor venues. NBC plans 19 hours of primarily live coverage for the tour. A cable broadcast partner and programming plans will be announced at a later date. Tour sites have not been announced, but the first stop is scheduled for June 9-12.
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