Danny Davis will have no shortage of Pizza Rolls in the near future. Davis has signed on with Totino’s for the 09-10 season.
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Mountain Dew’s Green Label Art series release party in LA featuring new designs from Pushead, Nathan Cabrera, Jeff McMillan, Stephen Bliss, UPSO and Claw Money.
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Nemo, Fuel TV, and Mountain Dew have created an interesting guerrilla style promotion to drive awareness for DewUnderground and the Dew Tour. Check out how they are promoting the Portland stop.
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LOS ANGELES, CA - FUEL TV, the only television network dedicated to the lifestyle of action sports; PepsiCo’s Mountain Dew brand; and Alli, the Alliance of Action Sports, are pleased to extend their media venture “Dew Underground” to cover the Winter Dew Tour. The initiative incorporates on-site experiences at each Winter Dew Tour stop and short-form content distributed through multiple distribution platforms including linear television, websites, and other digital outlets.
The “Dew Underground” winter experience will take place at each Winter Dew Tour stop, featuring a new studio environment where the world’s top snowboarders and skiers will be interviewed in front of a live audience. Additionally, the “Dew Underground” winter venues will showcase local artists and musicians in interactive displays. “Dew Underground: Winter” will highlight the lifestyle of self-expression that surrounds the mountain lifestyle with segments exposing local hot-spots, bands, and artists.
Then, “Dew Underground: Winter” will live as content distributed through various media outlets, including television segments on FUEL TV and NBC, as well as being posted on the FUEL TV, Mountain Dew, and Dew Tour websites. Segments will also be posted on Hulu.com and myspace.com. In addition, FUEL TV will make “Dew Underground: Winter” podcasts available via iTunes.
Select “Dew Underground: Winter” interstitial segments will air on NBC’s Saturday and Sunday broadcast of each Winter Dew Tour stop. Then segments will air on FUEL TV’s daily interview and variety show “The Daily Habit,” and will rebroadcast as interstitial programming throughout the month.
“The Daily Habit,” will also produce several new “Dew Underground”-specific segments dubbed “Snow Patrol”. These comedy skits are based on the popular “Dawn Patrol” interstitials.
“Earlier this year, we partnered with Mountain Dew to create the ‘Dew Underground’ series from each stop on the Dew Tour,” says CJ Olivares, FUEL TV’s General Manager. “Based on the incredible response of both the live and television audiences, we couldn’t allow the series to go into hibernation for the winter. From interviews with the biggest action sports stars, to checking out some of the coolest local bands, artists and shops in these winter resorts, ‘Dew Underground’ will get our audience the insider’s perspective they can’t get anywhere else.”
“‘Dew Underground’ highlights just how FUEL TV works directly with partners to create unique and meaningful content and connections,” adds Olivares.
“Mountain Dew was thrilled with the success of ‘Dew Underground’ during this year’s summer Dew Tour,” says John Stamatis, Senior Marketing Manager, Pepsi Sports Group. “The winter programming extends the excitement and gives fans yet another chance to see their favorite athletes, bands and artists in action. The partnership we’ve built with FUEL TV and the Dew Tour is proving to be one that helps reach the audience we need to reach in an authentic way.”
The “Dew Underground: Winter” compliments FUEL TV’s extensive coverage and support of the Dew Tour. FUEL TV has been a broadcast partner with the Dew Tour since its inception, and FUEL TV commits more than 200 hours annually to coverage of the Dew Tour across various shows.
FUEL TV’s news program, “The Weekly Update with Boost Mobile,” will continue to provide Winter Dew Tour recaps after each stop, which will broadcast on both FUEL TV and Fox Sports Net. “The Daily Habit” will also feature numerous Dew Tour competitors, and these shows are timed to promote each stop of the tour.
FUEL TV
FUEL TV is the only action sports cable and satellite network in the U.S. FUEL TV’s programming covers the lifestyle and culture of skateboarding, snowboarding, surfing, BMX, freestyle motocross, and wakeboarding. Through its original and commissioned series and specials, short-form content, films, and prestigious event coverage, the channel features action sports athletes — in motion and in exclusive interviews — emerging musicians, celebrities, and breaking news. A unit of Fox Cable Networks, FUEL TV was launched July 1, 2003 and is seen in more than 25-million U.S. homes. FUEL TV also has dedicated networks in Australia and Portugal and its content is viewed in more than 100 countries internationally. To subscribe to FUEL TV, call 877-4-FUEL-TV. For program times and other information, visit www.fuel.tv .
Winter Dew Tour
The Winter Dew Tour consists of three major, multi-sport events spanning across the country, with a cumulative points system, and a $1.5 million competitive purse. Each event features men and women’s snowboard (superpipe and slopestyle), and men’s freeskiing (superpipe and slopestyle). 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 Winter Dew Tour is broadcast live on NBC Sports with additional competition and lifestyle broadcasts on MTV, MTV2 and USA. The Winter Dew Tour is also distributed on FUEL TV, Universal HD, Rush HD, and internationally on Eurosport, Fox Australia, Extreme Channel and Allarco superchannel. Winter Dew Tour partners include Mountain Dew (tour title sponsor); Toyota (event title sponsor). Associate partners include Ball Park, Nike 6.0, PlayStation®, Wendy’s, and Verizon Wireless. More information can be found at www.allisports.com.
Mountain Dew
Mountain Dew is a product of Purchase, N.Y.-based Pepsi-Cola North America, the refreshment beverage unit of PepsiCo, Inc., in the United States and Canada. Pepsi-Cola North America’s other brands include Pepsi, Aquafina, Sierra Mist, IZZE, SoBe, Mug, Tava, Tropicana Twister Soda, Tropicana Juice Drinks, Dole and Ocean Spray single-serve juices. The company also makes and markets North America’s best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.
“Dew Underground”
In the winter of 2008/09, action sports fans have the chance to experience the Winter Dew Tour like never before. Only Mountain Dew takes consumers beyond the competition by providing unprecedented access to the cities, culture and athletes surrounding the tour. With the help of FUEL TV, “Dew Underground” comes to life at each tour stop by immersing fans in a state-of-the-art event and studio show experience that will highlight the best in music and art from the local communities.
New York - NBC Sports and MTV, a division of Viacom’s MTV Networks (NYSE: VIA and VIA.B), announced today the creation of Alli, the Alliance of Action Sports™. Alli is a global business that joins the former Action Sports Tour properties (AST) with Maloof Money Cup, AMA Motocross Championship and King of Wake series to create the most diverse and robust action-sports offering in the world. The new umbrella brand, which will continue to be co-owned by NBC Sports and MTV, will offer a schedule of seven national and international action sports tours and events, multimedia content and production, a digital hub and consumer-facing lifestyle brand.
Building on the successful foundation of AST, Alli will serve as the owner and operator of the Dew Tour and Winter Dew Tour, Free Flow Tour, and the China Invitational. In addition, Alli has formed partnerships with industry leaders and premier properties: Maloof Money Cup, the AMA Motocross Championships, and the King of Wake series. Alli partners will continue to manage their respective events with the added benefit of television programming on NBC Sports and MTV, global media content distribution, sponsorship sales, and marketing and promotion across all platforms. A soon-to-be-launched digital hub will also serve as the online destination for all Alli properties and a leading source of all action sports content and news.
This announcement comes six months after the groundbreaking joint venture between NBC and MTV around the AST and its related businesses. This wide-ranging, strategic partnership expanded the business across NBC and MTV’s multiple screens, including action sports competition and youth-focused lifestyle programming, cross-promotion, multi-platform content and distribution, consumer products licensing and an enhanced digital offering. Moving forward under the Alli brand, the partnership will include over 80 hours of original programming offered annually across NBC, USA Network, MTV and MTV2
“Alli’s mission is to facilitate the momentous growth of action sports by showcasing both the competition and lifestyle aspect of these sports. We believe these are the sports of a new generation and Alli will bring together the best properties, athletes, and brands globally for the fans of action sports,” says Wade Martin, President of Alli, the Alliance of Action Sports.
“When NBC Sports launched the Dew Tour we knew there would be an opportunity to expand into other action sports. We are excited to bring the best programming across the entire action sports genre on multiple media distribution platforms to our audience,” says Kevin Monaghan, Senior Vice President, Business Development, NBC Sports & Olympics.
Added Jeff Yapp, Executive Vice President of Program Enterprises for MTV Networks Music & Logo Group, “This is a major step in building the business we imagined when we first partnered with NBC Sports. Building our online platform, creating a lifestyle brand, and expanding original content will positively impact the network of partners, athletes, fans and the action sports industry as a whole, which is everything that the alliance represents”.
An overview of the Alli properties is as follows:
Maloof Money Cup
Held for the first time in 2008, the Maloof Money Cup, owned and operated by the Maloof family, has quickly become the premier skateboarding event within the community and attracts every top athlete. Including three professional competitions – Men’s and Women’s Pro Street, and Men’s Pro Vert – and the Amateur Championships, it boasts the largest single event purse in skateboarding with over $450,000 in prize money.
AMA Motocross Championship
AMA Motocross Championship is the top outdoor series in motocross and draws elite rider talent from all around the world. The MX Sports-organized series, which began in 1972, spans 12 races across the U.S., and at the end of each year, the AMA National Motocross Championship titles are awarded based on the riders’ performances over the entire series.
King of Wake
As the elite pro wakeboarding circuit, the King of Wake series has attracted the sport’s top riders from throughout the globe. With more than $300,000 in prize money over the eight-event season, riders compete over the course of the year to be named the “King of Wake” – an award based on points accumulated at each stop of the series. Events include Wake Games, Pro Wakeboard Tour (5 events), WWA National Championships, and WWA World Championships. The King of Wake is organized by World Sports & Marketing – the leading wake event producers since 1988.
Dew Tour
The Dew Tour, the premier season-long series in action sports, consists of five major, multi-sport events, featuring skateboarding (park and vert), BMX (park, vert, and dirt), and FMX. Dew Tour is the most watched and attended action sports property in the world with over 250k spectators, 41 million total viewers and reaches over 100 countries worldwide. The events extend across the country, have a cumulative points system, and a $3.5 million competitive purse. The Dew Tour has been the cornerstone property of AST over the last four years, and its success has now enabled the formation of Alli, the Alliance of Action Sports. It crowns year-end champions including past Dew Cup winners Ryan Sheckler, Shaun White, Bucky Lasek, Jamie Bestwick, and Nate Adams.
Winter Dew Tour
The Winter Dew Tour is launching in December of ’08, and will expand Alli’s footprint into the winter action sports. It consists of three major, multi-sport events spanning across the country, with a cumulative points system, and a $1.5 million competitive purse. The tour will feature 29 hours of original television programming. Each event features men and women’s snowboard (superpipe and slopestyle), and men’s freeskiing (superpipe and slopestyle). Top athletes, Shaun White, Hannah Teter, Travis Rice, Simon Dumont, and Danny Kass, are already planning to compete.
Free Flow Tour
The Free Flow Tour, the Dew Tour’s official amateur series, provides amateur athletes the opportunity to earn a chance to compete against the pros in the Dew Tour. The Free Flow Tour consists of 50 events across 26 cities in the U.S., featuring skateboarding and BMX. The winners of the Free Flow Tour Finals compete against the pros at the Dew Tour’s PlayStation Pro in Orlando, Fla. Past Free Flow Tour winners include Chaz Ortiz (2007 Dew Cup Winner, Skate Park) and Mike Spinner (2008 Dew Tour Second Place, BMX Park).
China Invitational
The China Invitational is Alli’s first international expansion initiative. The inaugural China Invitational was held in April 2008 in Beijing, China and featured the top skateboarders competing in vert and park disciplines before a capacity crowd.
For Alli related artwork and video assets, visit mtvpress.com
About Alli, the Alliance of Action Sports
Alli, the Alliance of Action Sports is 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 (debuted in 2005), Winter Dew Tour (debuting in 2008), Alli China Invitational (debuted in 2008), Maloof Money Cup, AMA Motocross, The King of Wake, and the Free Flow Tour (debuted in 2005); 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 and represents a network of athletes, fans, brands and properties. Its mission is to facilitate the momentous growth of action sports, through competition and lifestyle, for a new generation of fans and athletes. The Alli properties are home to more than 700,000 spectators each year, over 150 hours of original programming, and are broadcast in 100 countries and 280 million homes worldwide.
About 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.
About MTV Networks
MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world’s leading creators of entertainment content, with brands that engage and connect diverse audiences across television, online, mobile, games, virtual worlds and consumer products. The company’s portfolio spans more than 150 television channels and 350 digital media properties worldwide, and includes MTV, VH1, CMT, Logo, Harmonix, Nickelodeon, Nick at Nite, Noggin, The N, AddictingGames, Neopets, COMEDY CENTRAL, Spike TV, TV Land, Atom, Gametrailers and Xfire.
The first event of the 2008 season is just a week away! Thursday, July 3rd marks the first event of the Mountain Dew Night Sessions series which consists of four rail jams leading up to an invitiational final which has a NZ$9000 cash prize pool.
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Fuel TV, Mountain Dew, And AST announce multi-platform partnership to cover the 2008 AST Dew Tour
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