Media group The Enthusiast Network (TEN) has agreed a multi-year strategic partnership with the Dew Tour in an agreement that will result in the NBC Sports division of US media group NBCUniversal scaling back its involvement in the action sports series.
The Dew Tour has been run by NBC Sports, in partnership with beverage brand Mountain Dew, for the past 11 years. However, under the new arrangement, Mountain Dew will continue as title sponsor, with TEN serving as a “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. However, organisers said 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 and content approach.
“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,” Norb Garrett, executive vice-president and general manager of TEN, Sports & Entertainment, said.
“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.”
Organisers said 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.