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Marketing and Sponsorship

Stanley Hand Tools signs on for Long Beach

Stanley Hand Tools has joined the Dew Tour’s roster of sponsors for the coming summer stop in Long Beach, Calif., along with a corporate-owned Courtyard Marriott Downtown Long Beach.

For Stanley, “It’s one of their big steps into action sports from a U.S. perspective,” said Dew Tour general manager Adam Cozens, who said he couldn’t recall a major tool sponsor in any action property in “recent history.”

The event is set for June 15-18.

Returning sponsors from the 2016 summer event include Motorola, Verizon and year-round Dew Tour partners U.S. Army, Frontier Communications and Circle K.

Only GoPro, which is now undergoing a major corporate restructuring, did not return.
The Marriott will serve as home to the tour’s VIPs.

2017 marks the first full year of sales for the Dew Tour since The Enthusiast Network acquired the property and reformatted it as a more digitally focused 24/7 content play with two tentpole events annually. TEN officials would not disclose financial results of this year’s sponsorship sales to date, but Cozens said the summer stop inventory is sold out.

“Everything compared to 2015 was up significantly, so when you have that, it’s an easier story to tell when you’re talking about renewal or new partners,” he said. PepsiCo pays about $8 million annually for naming rights.

Part of the TEN-authored overhauls included giving space to small action sports endemic brands.

Those involved at Long Beach include Zumiez, Pro-Tec, Aluminati, Skatedogs, Tech Deck, Ethika, California Productions and Podium, Razer, Zeal, TransWorld Skateboarding and Grind TV.

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