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SBD/January 26, 2012/Events and Attractions
Aspen Looking To Continue Hosting Winter X Games Beyond This Year
Published January 26, 2012
GETTING AIR TIME: SPORTSBUSINESS JOURNAL’s Tripp Mickle reported ESPN’s sales team “for the first time is giving three sponsors branded inventory within competition courses during this week’s Winter X Games.” EA Sports will have “a branded bench where competitors sit before entering the halfpipe, Red Bull will have signage on the slopestyle course and Jeep will have a vehicle displayed on the slopestyle course during competition.” ESPN sold “11 sponsorships across three categories for this year’s X Games: official partners, event sponsors and other sponsors.” Last year, it sold “25 sponsorships across five categories: official partners, multimedia sponsors, TV-only sponsors, digital-only sponsors and sponsors.” ESPN this year signed “four official sponsorships with Red Bull, Jeep, the U.S. Navy, and Verizon and Casio, which are collaborating to promote Casio’s G’zOne Ravine phone.” The North Face, Vitaminwater, EA Sports and “Act of Valor,” a film about Navy SEALs, “signed on as event sponsors and will receive on-site signage, on-site hospitality and activation rights, and TV, digital, radio and print advertising.” GoPro, GNC and Loctite signed on as “other sponsors and each received customized assets” (SPORTSBUSINESS JOURNAL, 1/23 issue).
ESPN, SHAZAM CUT DEAL: ESPN has struck a deal with media discovery outfit Shazam to allow content from the Winter X Games to be part of the new Shazam For TV service. Users with Shazam's mobile app installed on their tablet or smartphone will be able to access exclusive Winter X Games-related content, including music from the event, photo galleries, highlights, related social media, and other bonus material. Shazam has its roots in audio recognition technology in which its app identifies songs. Shazam For TV works similarly in which users point their device at the screen when a blue Shazam logo appears, unlocking the bonus content. The ESPN deal, marking the first entry into live programming for Shazam, will be for both Winter X Games competitions and event promos (Eric Fisher, SportsBusiness Journal).