SBJ/January 21-27, 2013/Marketing and Sponsorship

Dodge to present Red Bull series

Dodge has signed on as a presenting sponsor of the Red Bull Signature Series, which will open its second season on NBC this Saturday.

The company will use the sponsorship to promote its Dodge Dart, which will be incorporated into the series’ four events in 2013. Nike and Casio are both returning as sponsors of the series. Financial terms weren’t available.

The Red Bull Signature Series will receive 23 hours of programming on NBC. Events, which will include the Red Bull Dreamline, a BMX trail competition, and the Red Bull Wake Open, a wakeboarding contest, will re-air on NBC Sports Network.

The first year of the Red Bull Signature Series averaged 715,000 viewers over 25 original telecasts on NBC and NBC Sports Network.

— Tripp Mickle

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