SBD/January 22, 2014/Marketing and Sponsorship

Monster Energy, Harley-Davidson Headline ESPN's New Sponsors For Winter X Games

ESPN has signed five new sponsors for the Winter X Games, which will take place this weekend in Aspen. Monster Energy replaces Red Bull as the official energy drink. Other new sponsors include Harley-Davidson, Gildan, Phunkshun Wear Facemasks and Cub Cadet, an outdoor power equipment company. Returning sponsors include the U.S. Navy, GoPro, Jeep, Skype, Oakley, Polaris and Repreve, a recycled fabric brand. Several sponsors of last year’s Winter X Games opted not to come back, including Yoplait, The North Face and OtterBox. Terms of the sponsorship were not disclosed, but ESPN said revenue for the event is up from a year ago. X Games Aspen '14 is the first event ESPN has held since abandoning its plans to create an X Games Global franchise. The company last year held X Games events in Aspen, France, Brazil, Germany, Spain and L.A., but it decided to discontinue the international events last fall and host just two domestic X Games annually. Most X Games sponsorships include media on ESPN platforms, activation rights at the event and rights to feature the X Games marks in promotions (Tripp Mickle, Staff Writer). 

X GAMES SPONSORS
Cub Cadet
Monster Energy
Gildan
Oakley
GoPro
Phunkshun Wear Facemasks
Harley Davidson
Polais
Jeep
Repreve
Loctite
US Navy
   

A PERFECT 10? MARKETING DAILY’s Karl Greenberg noted Jeep has “launched a new ad campaign timed with the X Games, which the auto brand is sponsoring for an 11th year.” A 30-second spot called "Mr. Ten Below" touts the Jeep Wrangler Polar Edition and also is on the brand’s YouTube channel. The ads broke last weekend on ESPN, ESPN2 and ESPN3 (MEDIAPOST.com, 1/21).

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