Action sports (skateboarding, BMX, Freestyle Motocross) have become one of America's fastest-growing and most popular sports among 12-to-24 year olds. In 2004 NBC decided to launch the first-ever professional action sports tour and they turned to Velocity's Alliances team to help secure its founding partners.
Solution
Velocity worked with the Action Sports Tour to build a multi-tiered sponsorship model with the goal to partner with the leading brands in the action sports space via multi-year, fully-integrated marketing programs that include on-site activation at each event as well as national TV media on NBC and USA.
Results
Within 6 months Velocity "sold out" the AST, signing Mountain Dew as the tour title sponsor and Panasonic, Right Guard, Vans, Toyota, and PlayStation as the five event title sponsors. Three years into the Tour all of the founding partners remain on board and have been joined by a handful Associate and Festival level partners, leaving the Tour being "sold out" every year.
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