SBD/October 22, 2012/Marketing and Sponsorship

Camera Company Ion Makes Action Sports Play With Athlete Deals, Dew Tour Sponsorship

Ion, a new video camera company and a competitor of GoPro, has signed a handful of snowboarders and skiers to endorsement deals. The company signed agreements with snowboarders Eric Jackson and Eero Ettala, as well as Bronze-medal winning U.S. snowboarder Scotty Lago. It also signed an endorsement deal with freeskier Nick Goepper. Ion is the title sponsor of the December Dew Tour event in Breckenridge, Colo. The company made its debut as a Dew Tour sponsor during last weekend’s competition at the Toyota City Championships in S.F. Its camera was used to shoot some footage of the event and that footage was branded and integrated into broadcasts on NBC and NBC Sports Network. Ion wants to capture 20% of the global action camera business, which sells 8 million units worldwide. Ion Founder, CEO & Managing Dir Giovanni Tomaselli said, “Breckenridge is when people are going to know who we really are.”
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