Xbox To Sponsor Collegiate Sporting Event On CSTV

CSTV has announced plans for the creation of the Collegiate Nationals, a college championship showcase featuring over 2,000 athletes in a series of action sports events April 20-23 in Reno. Microsoft’s Xbox 360 will be the founding sponsor for the event, which will feature athletes from 40 different schools competing in events such as snowboarding, kayaking, wakeboarding, triathlon, boxing and beach volleyball. The event will air on CSTV and to-be-determined CBS platforms, as well as on CSTV.com and over satellite TV and radio. Burton Snowboards has also signed on as a sponsor (CSTV).

XBOX: Flint & Steinberg of the WALL STREET JOURNAL write the sponsorship gives Xbox “a chance to hit core videogame users — young men.” Microsoft Dir of U.S. Marketing for Xbox Bill Nielsen said, “CSTV has an audience we like to reach.” He said that in addition to sponsoring the event, there will be a “big push with retailers to build awareness for it.” Nielsen: “It’s difficult to get all the coverage you want through traditional advertising. ... It is important to take positions in the programming.” CSTV President & CEO Brian Bedol said, “We felt like it would be great to have a franchise event that can grow over time and can become an annual destination for us.” With ESPN’s success with the X Games, mediaHub Exec Media Dir Steve Calder said, “The time is probably right for competition” (WALL STREET JOURNAL, 11/17).