In two moves designed to increase its visibility on TV, the AMA Monster Energy Supercross series has hired IMG to manage international TV distribution and renegotiated its deal with Speed to add three more live race broadcasts.
IMG will replace GRB, which has worked with the series since 2009, as Supercross’ international rights distribution partner. The series signed IMG because it believes it has the contacts internationally to improve distribution in regions like Asia, where manufacturers Yamaha, Kawasaki and Honda are based, and markets like Australia and Germany, where riders Chad Reed and Ken Roczen are from, respectively. The series currently isn’t distributed in Japan, said Ken Hudgens, chief operating officer at Feld Motor Sports, which owns Supercross.
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The AMA Monster Energy Supercross series is looking to increase its distribution in Asia and other markets.
Photo by: HOPPENWORLD.COM |
“International television distribution has always been an area where we haven’t excelled,” Hudgens said. “Given IMG’s expertise, we think they’ll lead us to a better place.”
The deal with IMG is a revenue-sharing agreement. Hudgens said Supercross will pay or barter for distribution in select markets that it believes is key for its expansion.
“This is bigger than a financial play,” Hudgens said.
The series renegotiated its agreement with Speed, which was signed in late 2008, to increase the number of live races on the cable channel from eight in 2011 to 11 in 2012. The renegotiated deal means that every race will be telecast live on Speed except the six races that are broadcast live-to-tape on CBS.
The deal continues a commitment by the series to increase the amount of live programming it offers every year. Hudgens believes those increases have helped the sport’s ratings in recent years. Speed aired 17 telecasts earlier this year, including five live races, and earned a 0.2 average, up from a 0.1 for 21 telecasts, including four live races, in 2010.
For the second consecutive year, Supercross bought time on CBS to air a one-hour preview show. The broadcast will air after NFL coverage on Christmas Eve.
“That really worked well for us last year,” Hudgens said.
The 2012 AMA Monster Energy Supercross schedule looks relatively similar to this past year’s schedule. The one major change is that Jacksonville, a market where the series struggled to draw fans, has been dropped and replaced by New Orleans.
Hudgens said the series will evaluate several markets and venues in 2012. He anticipates at least two markets will see changes and said the series has its eye on as many as two major East Coast markets for events in 2013.
