SBD/Issue 91/Sponsorships, Advertising & Marketing

Serious Air Time: Winter X Games Spots Going For $25-30K

X Marks The Spot: ABC, ESPN Netting
Up To $30K For Spots

A 30-second spot in ESPN’s coverage of Winter X Games Nine, which began Saturday and ends tonight, runs $25,000-30,000, according to sources cited by Randi Schmelzer of AD WEEK. Brands running ads during the 15 hours of live coverage on ESPN, ESPN2 and ABC included X Games sponsors Mountain Dew, Taco Bell, Jeep, Right Guard XTreme Sport, Edge shaving gel, Schick Quattro Midnight, Sony PlayStation 2 and Campbell’s Soup, as well as non-sponsors Apple and 20th Century Fox’ “Alien vs. Predator” DVD, (ADWEEK, 1/31 issue). Winter X Games GM Chris Stiepock said that while “stock commercials” were shown five years ago during the X Games, “now sponsors not only have X Games athletes in their spots, but they see the advertising as ‘another form of entertainment’” (ASPEN DAILY NEWS, 1/30).

COLLECTOR’S ITEM: SPORTSBUSINESS JOURNAL's Noah Liberman reports the licensing and marketing group of the four snowboarders known as The Collection — Ross Powers, Kelly Clark, Andy Finch and Gretchen Bleiler — has secured Snickers as a presenting sponsor for the next two seasons. The group through June ’06 will be called “The Collection Fueled By Snickers.” Snickers replaces PowerBar, “which signed a short-term deal last winter, when The Collection was formed.” Former Octagon exec and Arrix Sports Founder John Arrix, who owns and operates The Collection, said that the deal is “valued in the mid-six figures over the two seasons.” All four snowboarders are repped by Octagon Dir of Olympic and Action Sports Peter Carlisle (SBJ, 1/31).

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