The energy drink Red Bull has entered a partnership with NBC Sports in which the beverage company will provide 35 hours of action-sports programming for NBC and NBC Sports Network, reports Brian Steinberg in Advertising Age.
The content will start airing in January, and is expected to prominently feature Red Bull in the programming as well as in ads, the piece notes.
Much of the programming will integrate Red Bull, while many of the athletes featured are sponsored by the energy drink, the story says.
The deal is attractive to NBC since it brings programming that lures young men, a hard-to-reach demographic for advertisers, the piece points out. About 20 hours of "Red Bull Signature Series" will be shown on NBC, with 15 hours on NBC Sports Network.
One of the featured events will be the Red Bull Cold Rush, a three-day backcountry ski event.