Skateboarder Drives Wagoneer To Endorsement Deal With Jeep
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Vallely Inks Deal With Jeep
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Skateboarder Mike Vallely has inked a deal with Jeep, which provided him a new
Commander SUV to use in Fuel TV’s “Drive: Notes from the Wilderness,” according
to T.L. Stanley of AD AGE’s MADISON & VINE. The deal includes “brand integration”
on the second season of “Drive,” which premiers in the spring, and also makes
Vallely a Jeep endorser for the next year, with Jeep signage on his helmet and
other equipment. Vallely previously featured his ’80s Jeep Wagoneer in the show
and a short film he made about his travels. Jeep will also sponsor the “Mike V
Rebel Music Tour,” which features Vallely’s band, Revolution Mother, and his skate-park
appearances, “as well as a re-broadcast of season one of ‘Drive’ this fall and
will be featured across various online and on-air promotions.” Jeep also started
a sweepstakes to give away a new Wrangler, with Vallely presenting it to the winner
during a live broadcast on Fuel. Fuel negotiated the show sponsorship deal, which
will help Jeep reach the male 12-24 demo, and also “packaged the rest of Mr. Vallely’s
relationship with Jeep.” The marketer “paid one price, an undisclosed fee, for
the media buy and endorsement package.” Separate deals will put “several Jeep
models” into Activision’s new “Project 8” videogame, which stars Tony Hawk and
Vallely. Fuel had an existing relationship with Jeep as an advertiser and as a
sponsor of skateboarding and music events such as Hawk’s Boom Boom Huckjam tour
(MADISON
& VINE, 8/9 issue).
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