MTV Networks Music Group and NBC Sports have announced on Wednesday a strategic partnership to expand the Action Sports Tour (AST). The action sports business focused on youth, which will include the AST Dew Tour, the AST Winter Dew Tour and the amateur Free Flow Tour which will be branded globally through MTV and NBC’s network. NBC Sports created the Dew Tour for skateboarding, BMX and freestyle motocross in 2005 and now MTV and NBC will co-own the venture.
The alliance will see MTV and MTV2 providing lifestyle programming, targeted cross-promotion, multiplatform content and distribution, consumer products licensing and merchandising to the joint venture. NBC carried 33 hours of tour coverage last year through NBC Sports and USA Network will be increased to 70 hours.
“This is a terrific partnership that blends truly complementary reach and expertise. NBC Sports has demonstrated extraordinary vision from day one with the AST and coupled with the MTV and MTV2’s assets, the partnership will bolster the AST, and action sports as a whole, on so many levels,” said Wade Martin, AST President and General Manager.
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