Riding The Rails: ESPN Sells Out Of Sponsorship For X Games

ESPN has sold out of sponsorships for X Games 12, which begins today in L.A. Gold sponsors include Edge, Mountain Dew, New Balance, Saturn, Schick and Taco Bell. Associate sponsors are Kumho Tire, Maxell, the U.S. Navy, PlayStation, Right Guard Xtreme Sport, Six Flags, State Farm and Universal Pictures. Saturn is title sponsor of “X Center” and presenting sponsor of X Games Music. Element Skateboards will be associate sponsor of “X Center” (THE DAILY).

YOUTH OF THE NATION: In L.A., Greg Johnson writes action sports “remain focused on providing corporate sponsors and advertisers access to teenage males.” State Farm Assistant VP/Advertising Mark Gibson said of his company entering the X Games this year, “The X Games’ sweet spot obviously includes many (young) people who are just starting to formulate their brand choices. And, as they approach driving age, we want to find ways to connect, to make our brand relevant to them.” Johnson notes ESPN “hopes to enjoy a continued expansion of its demographic sweet spot” during the X Games. X Games GM Chris Stiepock: “Niche programming only takes you as far as that niche. So when we do these broadcasts, we’re not speaking to an 11-year-old, and we’re not dumbing it down to a younger demographic. We’re speaking to the average ESPN viewer who respects all kinds of athletic competition.” Dew Action Sports Tour GM Wade Martin said, “There’s always the concern that, as the sport grows in popularity, that you’ll take the edge away. But if the nature of the sports -– the authenticity and heritage -– don’t change, then there’s nothing wrong with bringing more people along” (L.A. TIMES, 8/3).