Nike 6.0 Signs On As Associate Sponsor For AST Dew Tours
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Nike 6.0 Inks Associate Sponsor
Deal With AST Dew Tours |
Nike 6.0, the company's action sports brand, has signed on as an associate sponsor for the AST Dew Tour and AST Winter Dew Tour. Nike 6.0 will receive tour-wide exclusivity in the footwear, athletic and casual apparel, and outerwear categories. Nike 6.0 also will receive TV ads on NBC and USA Network, online and on-site exposure, as well as inclusion in the Tour's multi-million dollar marketing campaign (AST). SPORTSBUSINESS JOURNAL's Tripp Mickle reports the deal is a "multiyear, associate-level partnership valued in the low seven figures annually." This is Nike's first sponsorship of a "large action sports property." Nike Action Sports Global GM Dan Burris said, "They're building a premium event and we're building our brand, so from a metabolism perspective it makes sense." Nike 6.0 is the first associate-level sponsor announced for AST's Winter Tour, and the tour is "finalizing locations for the three-stop series and expects to name them later this month." Burris: "This is a first step. As we approach any event with the big properties, it's really about: Do they align with us and can they be creative? The Dew Tour does." The footwear and apparel category on the AST Dew Tour was previously held by Vans (SPORTSBUSINESS JOURNAL, 6/9 issue).
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