NEW YORK — December 1, 2008 — NBC Sports and MTV, a division of Viacom’s MTV Networks (NYSE: VIA and VIA.B), announced today the creation of Alli, the Alliance of Action Sports”. Alli is a global business that joins the former Action Sports Tour properties (AST) with Maloof Money Cup, AMA Motocross Championship and King of Wake series to create the most diverse and robust action-sports offering in the world. The new umbrella brand, which will continue to be co-owned by NBC Sports and MTV, will offer a schedule of seven national and international action sports tours and events, multimedia content and production, a digital hub and consumer-facing lifestyle brand.
Building on the successful foundation of AST, Alli will serve as the owner and operator of the Dew Tour and Winter Dew Tour, Free Flow Tour, and the China Invitational. In addition, Alli has formed partnerships with industry leaders and premier properties: Maloof Money Cup, the AMA Motocross Championships, and the King of Wake series. Alli partners will continue to manage their respective events with the added benefit of television programming on NBC Sports and MTV, global media content distribution, sponsorship sales, and marketing and promotion across all platforms. A soon-to-be-launched digital hub will also serve as the online destination for all Alli properties and a leading source of all action sports content and news.
This announcement comes six months after the groundbreaking joint venture between NBC and MTV around the AST and its related businesses. This wide-ranging, strategic partnership expanded the business across NBC and MTV’s multiple screens, including action sports competition and youth-focused lifestyle programming, cross-promotion, multi-platform content and distribution, consumer products licensing and an enhanced digital offering. Moving forward under the Alli brand, the partnership will include over 80 hours of original programming offered annually across NBC, USA Network, MTV and MTV2
“Alli’s mission is to facilitate the momentous growth of action sports by showcasing both the competition and lifestyle aspect of these sports. We believe these are the sports of a new generation and Alli will bring together the best properties, athletes, and brands globally for the fans of action sports,” says Wade Martin, President of Alli, the Alliance of Action Sports.
“When NBC Sports launched the Dew Tour we knew there would be an opportunity to expand into other action sports. We are excited to bring the best programming across the entire action sports genre on multiple media distribution platforms to our audience,” says Kevin Monaghan, Senior Vice President, Business Development, NBC Sports & Olympics.
Added Jeff Yapp, Executive Vice President of Program Enterprises for MTV Networks Music & Logo Group, “This is a major step in building the business we imagined when we first partnered with NBC Sports. Building our online platform, creating a lifestyle brand, and expanding original content will positively impact the network of partners, athletes, fans and the action sports industry as a whole, which is everything that the alliance represents”.
Via: EXPN Skiing