Action Sports Tour, NBC Announce '08 Expansion Into Beijing
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AST, NBC Unveil Details For
'08 Skateboarding Event In Beijing |
The Action Sports Tour plans to hold a global skateboarding competition in Beijing next April, called AST China. The event, a partnership between NBC Universal’s AST and Beijing Xingyi New Media Investment Co., will feature skateboarding vert and skateboarding park competitions. Participants will qualify for the event based upon their ’07 AST Dew Tour performances and point standings, and Asian skateboarders will have a chance to qualify for the event via a tour conducted by Xingyi and the China Extreme Sports Association (NBCU). SPORTSBUSINESS JOURNAL'S Tripp Mickle wrote the deal gives Xingyi control of the event's sponsorship and media rights in China, while "it pays a licensing and sanctioning fee to AST for running the competition." Sources estimated the licensing fee "in the mid-six figures," and AST "will be able to generate additional revenue by distributing media internationally from the event and selling advertising around any programming it offers." The event is designed "to jump-start AST’s licensing revenue from television distribution in Asia and give NBC a presence in Beijing four months before" the '08 Olympics. AST China has received "official support" from Beijing and BOCOG (SPORTSBUSINESS JOURNAL, 10/29 issue).
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