New York – The AST, the umbrella brand and organization of the world’s most prestigious action sports properties, today announced that Nike 6.0 has signed on as an associate sponsor for the AST Dew Tour and AST Winter Dew Tour.
As an associate sponsor, Nike 6.0 will receive tour-wide exclusivity in the footwear, athletic and casual apparel, and outerwear categories. Nike 6.0 will also receive fully integrated marketing benefits, including television ads on NBC and USA Network, online and on-site exposure as well as inclusion in the Tour’s multi-million dollar marketing campaign.
“We’re excited to have the support of Nike 6.0 for our two premier tours, the AST Dew Tour and AST Winter Dew Tour,” said Wade Martin, AST president. “Nike 6.0 has tremendous credibility, a terrific stable of up and coming action sports stars, and an exciting, innovative activation strategy. We look forward to working together to bring the partnership to life and grow our respective businesses.”
“Nike 6.0 is committed to supporting progressive young action sports athletes,” said Dan Burris, Nike Action Sports GM. “We feel the AST Dew Tour is equally committed to elevating the best action sports athletes from around the world. We look forward to combining the creativity and energy of the Nike 6.0 brand with the premium events of the AST Dew Tour and the new addition of the AST Winter Dew Tour to create an inspiring venue for all action sport athletes.”
About Nike 6.0
Nike 6.0 is a multi-action sports brand supporting the next generation of athletes. The barriers that once existed between action sports have been reduced by those who skate, surf, and ride with equal and inclusive passion. Nike 6.0 brings cultural aspiration and performance innovation to our community through our athletes, innovative footwear and apparel, and unique events. From the streets to the surf, from the dirt to the park, Nike 6.0 symbolizes the creativity and progression inherent in the DNA of action sports.
The Action Sports Tour (AST), owned by NBC Sports and MTV Networks, is the recently created umbrella brand and organization of the world’s most prestigious action sports events. Currently the AST consists of two national tours, one international event and an amateur series: AST Dew Tour (debuted in 2005), AST Winter Dew Tour (debuting in 2008), AST China (debuting in 2008), and Free Flow Tour (debuted 2005). The AST properties are home to over 300,000 spectators each year, broadcast in 100 countries and 280 million homes worldwide, and award the highest prize purse in all of action sports.
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 programming and content across all media platforms. MTV Networks, with more than 150 channels worldwide, owns and operates the following television programming services – MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, LOGO, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, THE N, VH1 CLASSIC, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 300 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.