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Tuesday
June 10, 2008
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Sponsorships, Advertising & Marketing

Nike 6.0 Signs On As Associate Sponsor For AST Dew Tours

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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