SBJ/February 12 - 18, 2007/This Weeks News

Dew Tour tweaks name, adopts new logo

What began as the Dew Action Sports Tour and was shortened to the Dew Tour will now be known as the ASPT Dew Tour.

The new name and logo, which were unveiled last week at a partner summit in Las Vegas, are designed to provide consistency for the brand moving forward, tour president Wade Martin said. ASPT (Action Sports Pro Tour) will serve as the property’s name, and Dew Tour will act as the title of the top-level summer series. The two will function similar to NASCAR and the Nextel Cup.

“The PGA Tour is the official seal of approval for golf and NASCAR is that for racing,” Martin said. “We hope this new name and logo will be the official seal of approval for action sports.”

The new logo was designed by Fuse. Tour partners praised the logo, saying that because the color and chief characteristics remained the same, the impact would be minimal.

“It’s just going to take some training and care,” said Steve Van Doren, vice president of events and promotions for Vans, a tour title partner. “All the sponsors and athletes need to make a point that every time we talk about it and every impression we have we use the new name and logo.”

The ASPT Dew Tour is entering its third year, and all of its original title sponsors have renewed their partnerships, including Panasonic, Right Guard, PlayStation, Toyota and Vans. Two associate-level partners, Oxy and Just Born, opted out of the tour when their contracts expired after year two. The tour is working to add one to two other associate-level sponsors.

Those sponsors will see a change in schedule this summer. Unlike the first two years, Thursdays on the tour will feature only preliminary competitions and no tickets will be sold. Only those who receive tickets through charitable donations, partnerships or buy tickets to another day of the event will be able to attend. The result will be a “special access experience” that offers more proximity to the athletes, Martin said.

Friday, Saturday and Sunday events will be headlined by two final competitions each.

Beyond changing its schedule, the tour will roll out a new marketing campaign that will be created in-house. It will be designed to encourage broader local interest and TV tune-in.

On TV, viewers will be exposed to new on-air talent. Robbie Floyd will move from the sidelines, where he’s handled interviews for the last two years, to the booth as a host. He will be joined by a series of athletes, including Paul Zitzer for skateboard park and vert, Jamie Bestwick for BMX dirt and park and T.J. Lavin for BMX vert

“These athletes will bring a degree of spontaneity and unpredictability, which will benefit the programs,” Martin said.

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