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SBJ/April 9 - 15, 2007/Marketingsponsorship
AST action: Dew Tour changes name again
Published April 9, 2007
Only two months after changing its name to the ASPT Dew Tour, the action sports series is altering its name again.
Now it will be known as the AST Dew Tour. AST is short for Action Sports Tour.
The move was made after the series was contacted by the Association of Professional Surfers, which expressed concern that the new ASPT Dew Tour was too close in name and sound to its own ASP World Tour. Dew Tour President Wade Martin elected to drop the “P” from ASPT, saying it made sense to avoid confusion in the marketplace.
“It would have been easier had we gone forward with this from the beginning,” he said, “but from a consumer standpoint, there’s no difference in terms of what it means.”
Though they did not threaten a lawsuit for copyright infringement, the Association of Professional Surfers would have had a case in court because the public could be confused by the similarity of the tour’s respective names, said Joshua Kaufman, an attorney who heads the copyright and license group at Venable LLP.
Kaufman praised the Dew Tour’s change, saying, “It’s always better — instead of investing in a lawsuit later — to invest in building a brand.”
The name change is the third since the tour was created three years ago. It began as the Dew Action Sports Tour, was shortened to the Dew Tour and was most recently rebranded as the ASPT Dew Tour.
That name and logo was unveiled two months ago at a partner summit in Las Vegas. It was designed to provide consistency for the brand. ASPT (Action Sports Pro Tour) would serve as the property’s name, and Dew Tour would act as the title of the top-level summer series.
Martin hoped the two would function similar to NASCAR and the Nextel Cup, acting as an umbrella brand should the property add amateur or wintertime events.
AST, the latest iteration, will function in the same way. A new logo has already been developed and will be featured in the series’ marketing campaign, which will begin in a few weeks with spots on NBC, print advertisements in Transworld’s publications and in local markets.
The AST Dew Tour will visit five cities this summer, beginning with Baltimore on June 21.