Industry News 1/27/2016

B$Z: Mountain Dew and TEN Announce Strategic Partnership for the Dew Tour

Mountain Dew® and TEN: The Enthusiast Network announced today an official partnership for the Dew Tour, with DEW® continuing as title sponsor and TEN serving as its strategic partner leading execution and event staging in 2016 and beyond. Together with TEN, Mountain Dew will continue its relationship with NBC Sports as its ongoing broadcast partner. The Dew Tour will continue in a new direction, completely reimagined with a focus on progressing and evolving the traditional competition formats to fully engage fans, athletes and the action sports industry through innovative new course designs, content approach and more.

“We are excited to announce that Dew Tour will continue next year and beyond,” said Greg Lyons, Senior Vice President of Marketing, Mountain Dew. “Mountain Dew’s ongoing devotion to supporting and driving progression within action sports complements TEN’s overall vision and expertise within this industry. We will tap into their vast network, and work together with NBC Sports, who has been a partner of the Dew Tour for more than a decade, to further evolve Dew Tour and excite both the athletes and fans.”

TEN is the preeminent media network of enthusiast brands that focuses on creating and delivering compelling content through multiple marketing platforms that inform and entertain a large audience. As publishers of TRANSWORLD SKATEBOARDING, SNOWBOARDER, NEWSCHOOLERS, TRANSWORLD SNOWBOARDING, GRINDTV, POWDER and many other adventure lifestyle and action sports media properties, TEN brings a wealth of knowledge and experience that will continue to evolve the fully integrated lifestyle experience that Dew Tour currently offers.

“Partnering with Mountain Dew and the Dew Tour property showcases exactly what TEN has been designed to do for brands – provide authentic, credible, full-service media capabilities to reach, engage and excite a large audience,” commented Norb Garrett, Executive Vice President / General Manager of TEN, Sports & Entertainment. “The Dew Tour has been around for over a decade, and by leveraging our position as the world’s leading action/adventure sports media company, TEN is dedicated to contributing to its ongoing success so that it will continue on for another decade and beyond, providing a truly one-of-a-kind experience for the action sports community.”

“NBC Sports is very proud of its heritage with the Dew Tour franchise,” said Rob Simmelkjaer, Senior Vice President, NBC Sports Ventures. “We look forward to broadcasting future Dew Tour events.”

Dew Tour 2016 will focus on key action sports disciplines in both summer and winter. Dates, locations and additional details for this year’s events will be announced at a later date. The world-class competition will be a constantly evolving action sports platform of creativity and progression with the support of Mountain Dew, TEN and NBC Sports. The Dew Tour will offer exciting live experiences and captivating content for television, web, social and other digital verticals for fans around the world to enjoy.