Dew Tour announces new partner TEN; revamped format for 2016


Editors’ Note: Take a spin through 2015’s Summer and Winter Dew Tour experiences above. Photos courtesy: TransWorld SNOW & TransWorld SKATE

TEN: The Enthusiast Network Partners with Mountain Dew on Dew Tour; NBC Continues as TV Partner

Mountain Dew and TEN: The Enthusiast Network announced today an official partnership for The Dew Tour, with TEN coming on board as the official strategic partner leading execution and event staging in 2016 and beyond.

dew tour announces new partner TENThe Dew Tour has been run by NBC Sports, in partnership with Mountain Dew, for the past 11 years. NBC will continue on as the broadcast partner, but the event will take on a new direction under TEN’s leadership, including year-round content. Driven by the new collaboration with TEN's brands, Dew Tour will introduce a new competition format and more progressive course designs. TEN views the Dew Tour as a proven platform for strengthening the sports, athletes, endemic brands, and lifestyles in the space, helping the action sports industry continue to grow from a national and global standpoint.

Executive Vice President / General Manager, Sports & Entertainment Norb Garrett comments, “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."

TEN’s contributions to the overall Dew Tour ecosystem come through the company's stable of brands, such as Snowboarder, Newschoolers, and GrindTV's partnership with Yahoo!, and its strong ties with endemic brands, elevating the Dew Tour franchise and bridge the gap between the core of the action sports industry and its broader fan base.

Mountain Dew and TEN have worked together on a variety of projects and partnerships in the past, including Peace Park and Skate & Create. It was this strong relationship between TEN's vertical brands and Mountain Dew that drove the new vision for the Dew Tour.

The 365-day "always on" content strategy will come to life in the immediate future following the announcement. TEN will leverage its brands and dedicated editorial teams to push stories out endemically into the mainstream, and grow awareness year-round.

Overall, the new strategic partnership aims to evolve Dew Tour into an authentic, multi-platform gathering, celebrating the world's best athletes and brands, supported by a must-attend festival with music, films, and art that speaks to the action sports fan and their lifestyle.

At this time, no further details have been released, but stay tuned to TransWorld Business for more information as it becomes available. The companies released this official press statement today:

Mountain Dew and TEN Announce Strategic Partnership For The Dew Tour

Led By Mountain Dew and TEN: The Enthusiast Network, in Partnership With NBC Sports, The Dew Tour Will Continue to Evolve And Excite Both Action Sports Fans And Athletes Alike

PURCHASE, N.Y., January 27, 2016 – 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.

About Mountain Dew

Mountain Dew, a product of PepsiCo Americas Beverages, is the No. 1 flavored carbonated soft drink in the U.S. With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Throwback®, Mountain Dew Voltage® and Mountain Dew White Out®. For more information, check out, Facebook or follow Mountain Dew on Twitter.

About The Enthusiast Network

TEN: The Enthusiast Network is the world's premier network of enthusiast brands, such as MOTOR TREND, AUTOMOBILE, HOT ROD, SURFER, TRANSWORLD SKATEBOARDING, and GRINDTV. With more than 50 publications, 60 websites, 50 events, 1,000 branded products, MOTOR TREND OnDemand subscription video on-demand service, the world's largest automotive VOD channel, and the world's largest action/adventure sports media platform, TEN inspires enthusiasts to pursue their passions. For more information, visit

About NBC Sports Group

When the Comcast-NBCUniversal transaction was completed in January 2011, the sports assets of the two companies combined to form NBC Sports Group, which serves sports fans 24/7 with premier live events, insightful studio shows, and compelling original programming. The sports media company consists of a unique array of sports assets, including NBC Sports, NBC Olympics, NBCSN (NBC Sports Network), Golf Channel, 9 NBC Sports Regional Networks, NBC Sports Radio and NBC Sports Digital. NBC Sports Group possesses an unparalleled collection of television rights agreements, partnering with some of the most prestigious sports properties in the world: the International Olympic Committee and United States Olympic Committee, the NFL, NHL, NASCAR, PGA TOUR, The R&A, PGA of America, Churchill Downs, Premier League, Tour de France, French Open, Formula One, IndyCar and many more.