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MTV, NBC Link on Action Sports Tour

May 28, 2008  •  Post A Comment

Recalling the days of “Rock N Jock” and “MTV Sports,” MTV Networks Music Group is expanding its presence in the action sports industry, launching a strategic partnership with NBC Sports to expand the Action Sports Tour.
The alliance, announced today, creates a wide-ranging, strategic partnership to expand the AST, a competitive showcase of sports ranging from BMX and skateboarding to, for the first time this winter, snowboarding and free-style skiing. The total amount of hours produced for television will rise from 33 per year to more than 70. MTV and NBC will co-own the venture, which was created in 2005.
“When we created the Action Sports Tour, we always hoped that one day MTV would be a strategic partner,” said Dick Ebersol, chairman of NBC Universal Sports & Olympics. “The tour will see immediate benefits from this alliance and is now uniquely positioned for long-term growth.”
The arrangement will see MTV and MTV2 providing lifestyle programming, targeted cross-promotion, multiplatform content and distribution, consumer products licensing and merchandising to the joint venture. NBC Sports will continue to produce extensive competition coverage of the AST tours and provide live network broadcasts and on-air promotion around AST competitions.
In addition, MTV and MTV2 will produce programming showcasing the AST competition as well as the lifestyle of some of the biggest names on the circuit as well as its rising stars. In addition, the music brands will highlight the musical aspects of the AST, with MTV2 spotlighting emerging local artists as part of the tour’s overall activities. In addition, MTV will build upon the AST’s significant digital reach on AST.com, adding more tools, enhanced community functionality and video content for users.
“MTV pioneered the marriage of music, sports and lifestyle back in the early 1990s,” said Van Toffler, president of MTV Networks Music & Logo Group. “Today, by joining forces with NBC Sports on the AST, we’ll be giving our audience the chance to experience a next-generation sports tour that covers it all.”
Wade Martin, AST president and general manager, will continue in his role overseeing the organization’s tour sales, marketing, business development and operations. The lead directors will be Jeff Yapp, executive VP of program enterprises for MTV Networks Music & Logo Group, and Kevin Monaghan, senior VP, business development, NBC Sports and Olympics.
“This is a terrific partnership that blends truly complementary reach and expertise. NBC Sports has demonstrated extraordinary vision from day one with the AST and, coupled with MTV’s and MTV2’s assets, the partnership will bolster the AST, and action sports as a whole, on so many levels,” said Mr. Martin.

14 Comments

  1. I WOULD NOT DO ANYTHING WITH NBC THEY FAIL AT EVERYTHING!! THEIR ARE NO WORDS FOR HOW BAD THEY ARE RUNNING IT INTO THE GROUND!! MUST BE A NICE WRITE OFF FOR GE

  2. I WOULD NOT DO ANYTHING WITH NBC THEY FAIL AT EVERYTHING ALL I HAVE TO SAY IT MUST BE A NICE WRITE OFF FOR G.E.

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