LG Mobile connects with extreme event

ASA Events has signed LG Mobile Phones to be title sponsor of the inaugural Action Sports Championships, said Rick Bratman, ASA's president.

LG Mobile Phones, based in Seoul, South Korea, with a U.S. headquarters in San Diego, is part of consumer electronics giant LG Electronics.

Financial terms of the five-year sponsorship deal were not disclosed.

ASA Events, an action-sports event and television production company, created the Action Sports Championships, to be held Nov. 15-23 in Los Angeles. The new event is slated to feature competition in freestyle motocross, in-line skating, skateboarding and BMX. Amateur competition in skateboarding, BMX and in-line skating also will be part of the event.

Bratman said Nintendo, Butterfinger, Paul Mitchell and Yoo-hoo are on board as associate sponsors of the LG Action Sports Championships.

LG Mobile Phones' title sponsorship represents its entry into the action-sports field, Bratman said.

The title sponsorship package includes commercial spots on the television coverage of the LG Action Sports Championships. ASA Events, based in Marina del Rey, Calif., already produces programming for Fox Sports Net's action-sports block on Friday and Saturday afternoons. As part of that time-buy agreement, a minimum of 16 hours of taped coverage of the LG Action Sports Championships will be featured in that block Nov. 28-Jan. 3, Bratman said.