NBC’s Alli Sports To Revamp Dew Tour With New Deal

By iSportconnect | April 17, 2012

A new four-year renewal of their partnership has been agreed between NBC Sports Group division Alli Sports & Mountain Dew as part of a major overhaul of action sports franchise the Dew Tour.

Alli Sports and Mountain Dew are planning to reshape the Dew Tour to showcase action sports in three large-scale, health premium and ‘grand-slam’ style events. Alli Sports, clinic together with the resources and funds of the NBC Sports Group, prostate , the new Beach, City, Mountain tour model aims to be more active towards identifying the needs of the athletes & sport community as a whole. 

It is expected the 3 events will boast over 30 hours of live television coverage on NBC and NBC Sports Network, an expanded digital strategy and hyper-local promotional and programming opportunities through the NBC Sports Group’s owned stations and regional sports networks. 

“The action sports landscape has grown and changed dramatically since we launched the Dew Tour in 2005,” said Wade Martin, president and CEO of Alli Sports. “The multi-stop series format was what the industry wanted and needed then. The new Dew Tour, which will include three major events across beach, city and mountain venues, represents what the athletes and industry want and need today. We believe our partnership with Mountain Dew represents one of the most unique, integrated relationships between brand and property in all of sports.”

Brett O’Brien, vice-president of marketing for Mountain Dew, added: “Dew Tour continues to work hand-in-hand with the athletes. They asked for a platform that would elevate their sports and we worked with Alli to deliver that. With the new Dew Tour, we are working to ensure that we evolve along with the action sports community. With input from the athletes, we’re developing a platform that answers their call for fewer, bigger, better events.”