Dew Tour Organizers Planning Aggressively Despite Economy
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Toyota Will Return As A Sponsor
For Next Year's Winter Dew Tour |
The Alliance of Action Sports (Alli), which operates the Winter Dew Tour, has "aggressively planned for the future despite a derailed economy that has already killed at least four international snowboard and ski competitions, and resulted in a visibly leaner Winter X Games" last month, according to Pete Thomas of the L.A. TIMES. Alli President Wade Martin "acknowledged the effects of the recession" on this past weekend's Winter Dew Tour Toyota Championship in Lake Tahoe, but said, "We're fortunate that most of the heavy lifting on the sponsorship side was done prior to the fallout." Both the summer and winter Dew tours are owned by NBC Sports and MTV, and Martin indicated that neither event has "experienced setbacks in terms of TV viewership and on-site attendance." Toyota will return as a sponsor for next year's Winter Dew Tour and is "close to renewing its contract with the summer tour" as well. In addition, Nike 6.0, the "youth-oriented action sports brand beneath the Nike umbrella," is "finalizing plans to take on a title-sponsorship role this summer." The brand features "10 sponsored athletes competing in Winter Dew Tour events and three in summer." Nike 6.0 spokesperson Sierra Domaille: "We still need to invest to help grow the brand and fulfill long-term goals. If you hold back you're going to stop your growth." Panasonic is the "lone title sponsor to have pulled out" of the Dew Tour, having sponsored the summer stop in Baltimore, and Alli has "not yet filled the void." However, Martin said, "We're going to see that kind of thing with everybody cutting budgets. But I think we're seeing more growth than anyone else doing what we do." Meanwhile, Thomas noted athletes "embrace the Winter Dew Tour's arrival and expressed varying opinions on the economy's impact on action sports." Snowboarder Shaun White said, "I'm not sure it affects snowboarding that much" (L.A. TIMES, 2/22).
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