Action sports fans are going to be seeing a lot more of the Dew Tour thanks to an agreement reached between Alli Sports and Mountain Dew. The announcement renews the partnership between the two companies for another four years and aims to take the popular competition to even greater heights. The goal is to reshape the Dew Tour to showcase action sports in what are being referred to as three large-scale, premium and “grand-slam” style events. The new model aims to take the Dew Tour to the next level by presenting the action in beach, city and mountain settings.
“The action sports landscape has grown and changed dramatically since we launched the Dew Tour in 2005. The multi-stop series format was what the industry wanted and needed then. The Dew Tour changed the industry forever, taking the sports to a whole new level. 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,” said Wade Martin President & CEO Alli Sports in a press release. “We believe our partnership with Mountain Dew represents one of the most unique, integrated relationships between brand and property in all of sports. This partnership extension and the new approach we created for the Dew Tour together with Mountain Dew, the athletes and the industry, truly underscores that.”
The move comes on the heels of this past season’s stellar tour season, and last year’s full-acquisition of Alli Sports by NBC Sports Group. The Dew Tour serves as one of the most popular competition circuits in North America, and will be afforded even more resources thanks to the commitment by Alli Sports and NBC. The expanded broadcast schedule will include over 30 hours of live television coverage on NBC, NBC Sports Network, nbcsports.com and allisports.com. The content featured will consist of live competitions and exclusive behind-the-scenes action, which will be made available across multiple platforms. All 30+ hours will be distributed internationally across Alli Sport’s network of distribution partners.
Each tour stop will consist of a five-day festival featuring competitions, live events and provide an unparalleled on-site experience. The events will be expanded to feature more sports and disciplines for athletes to compete in.
“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,” said Brett O’Brien, Vice President of Marketing, Mountain Dew. “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.”
Both Mountain Dew and Alli Sports have been committed to hearing out the athletes when undergoing these changes and additions to the tour. Over the past six months they have held panels with athletes, agents and industry veterans to ensure they are pursuing the best possible methods to progress the sport and the competitions. This philosophy of open communications has allowed key feedback on ideal courses, disciplines and competition formats to ensure the overall authenticity of the Dew Tour.
This focus has definitely been well received. Mountain Dew athlete Paul Rodriquez, said, “I think it’s cool that Alli and Mountain Dew held panels this year for all of the competitors so we can share our input on the event. Bringing the events to venues that have such a strong history in skate will step up the level of competition, and I’m looking forward to seeing it all come together.
The 2012/2013 Dew Tour kicks off in August with a return stop at Ocean City, Maryland, August 16-19, continues on the west coast for a debut stop in San Francisco, California, October 18-21, and also returns to Colorado’s Breckenridge Ski Resort December 13-16. Each Dew Tour stop will seek to integrate the vibe and locale characteristics into the overall theme of the event. The host city will be free to capitalize on their signature backdrops as well as develop its own unique identity.