SBJ/20090622/This Week's News

Dew Tour returns with new sponsors

The Dew Tour returns this week with four new sponsors and an expanded deal with Nike 6.0, making it a new title partner, but it hasn’t found a title partner to the second event in its five-stop tour.

The tour signed four associate-level partnerships with the Jack Link’s Beef Jerky Matador brand, Paul Mitchell, Dickies and JCPenney. The associate deals are valued in the $400,000 to $750,000 range and give each partner a mix of marketing rights, including TV ads, print promotion, event signs, online presence and hospitality.

Nike 6.0, which signed on as the official apparel partner of the summer and winter tour last summer, upgraded its partnership to become title sponsor of the Dew Tour’s BMX Open in Chicago this weekend. Nike 6.0 will use the event to promote its new logo. Its title partnership is valued in the $1 million range because it is titling a single-sport event.

The tour will feature a mobile shop to sell
merchandise from endemic brands.

The new sponsors come at a key time for the Dew Tour, which lost title partners Panasonic and Right Guard after last season. Both partners discontinued their $2 million title sponsorships because of budget cuts and shifts in sponsorship focus. The losses are offset by the new sponsors and expense reductions associated with dropping two multisport events in favor of a BMX event and a skateboarding event.

“The elevation of Nike and addition of four new associate partners put us in a good place, particularly in these tough economic times,” said Wade Martin, Alli Sports and Dew Tour president.

The summer marks not only the debut of new partners but also the summer debut of the rebranded company behind the tour known as Alli (pronounced Al-I, or ally), an abbreviation of its formal name, Alliance of Action Sports. Martin hopes to build Alli into the top brand for action sports on TV, online and at retail. It will be heavily promoted on-site throughout the summer Dew Tour.

For the first time, there will be an Alli Shop on-site at each of the five stops during the summer series. The 40-by-40-foot shop will offer merchandise from endemic action sports brands, including Plan B skateboards, Element, Converse, Hurley and Nike 6.0. It also will offer Alli and Dew Tour merchandise.

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