ESPN GOES BOARDING: LOOKS TO SHRED MARKET AROUND SNOW SPORT
Published October 21, 1996
ESPN has created "a network-branded, marketing/media program called ESPN Snowboarding," according to Langdon Brockinton of INSIDE MEDIA. The two major components are "a new pro event titled the FreeRide Championship and a grassroots amateur snowboarding tour comprising 200-plus local tournaments." Airwalk, the PA-based marketer of snowboarding equipment and apparel, has signed on to become presenting sponsor of ESPN Snowboarding for the upcoming season. MCI's 1-800-Collect division will be an associate sponsor. Brockinton notes "two more associate sponsorships are available," and ESPN is in talks with advertisers regarding available packages. ESPN Dir of Intergrated Sales/Marketing Paul Slagle said the FreeRide Championship will evolve into a four-event tour by the '97-98 season, with plans to expand overseas (INSIDE MEDIA, 10/16 issue).