SBD Global/August 22, 2012/Leagues and Governing Bodies
BMX Supercross World Cup Series Organizer Hires Cenergy As Agency Of Record
Published August 22, 2012
The organizer of BMX Supercross World Cup Series has hired N.Y.-based
Cenergy to manage sponsorship sales and media opportunities. The sports
marketing agency already is seeking a title sponsor for the 14-race BMX
Supercross World Cup Series that will go to Argentina, Canada, the
Netherlands, the U.K. and the U.S. in '13. The series is managed by
Global SX Events and is sanctioned by cycling's int'l federation
(UCI). When the IOC added BMX racing to the Olympics in '08, the sport
was believed to have the potential to become the Summer Games'
equivalent of snowboarding, a popular sport that has captured youth
interest worldwide. But heavy rain postponed BMX races during the '08
Beijing Games, and the sport received limited media coverage in the U.K.
and U.S. during the London Games. The BMX Supercross World Cup is
broadcast on 69 TV channels around the world and reaches a global
audience of 4.2 million, according to GSX Events. The series' first race
of '13 will be held in Manchester on April 19-20.
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