Editor’s note: This story has been updated from the print edition.
NBC Sports will air 10 hours of Nitro Circus content this year as part of a new multiyear deal with the company led by well-known action sports figure Travis Pastrana.
“Nitro Circus: Revolution Day,” a 90-minute special chronicling the competition between BMX stars Jed Mildon and James Foster as they attempt to make action sports history by landing the world’s first quadruple backflip, will air on July 12 on NBC, kicking off the partnership.
“The Biggest Trick Ever In Action Sports History,” a 90-minute special detailing the build-up to Nitro Circus rider Josh Sheehan’s triple backflip on a motorbike, as well as the trick itself, will air Sept. 12 on NBC Sports Network. Another one-hour special, the subject of which has yet to be announced, will air later this year.
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Nitro Circus rider Josh Sheehan’s triple backflip try
will get an hour of coverage.
Photo by: GETTY IMAGES
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NBCSN in October will air the first episode of an eight-part series called “Nitro Circus: Crazy Train,” which will give viewers behind-the-scenes access to various facets of the company’s operations, including live shows and business initiatives.
“In particular, it’s following Travis, turning from what he’s always been known as — the craziest extreme athlete on the planet — and following his journey from being that to being … a guy who has to follow rules and deal with all these major business issues,” said Mike Porra, Nitro Circus CEO.
Porra said that Nitro Circus, under the guidance of lead investor The Raine Group, held discussions with ABC and Fox in addition to NBC while seeking a media partner. He cited NBC’s commitment to airing Nitro Circus content on the broadcast network, as well as on cable, as a deciding factor. He also touted NBC’s experience in action sports, which includes producing events like the Red Bull Signature Series and Dew Tour. Nitro Circus Live, the group’s most recent TV series, had a four-season run on MTV2 through last year.
Rob Simmelkjaer, NBC Sports Ventures senior vice president, said of Nitro Circus, “What we saw was a fast-growing, highly engaged audience for their shows, both domestically and internationally. … There are hundreds of thousands of people who are into this enough to reach into their wallet and buy tickets to see a show.”
Executives from both sides declined to reveal details of the partnership other than it involves sharing sponsorship and advertising revenue.
Nitro Circus is shopping sponsorship packages that will include assets at live events, on digital media and, now, on NBC and NBCSN. Simmelkjaer said Nitro Circus will include ad inventory for both the broadcast specials and cable series in its sponsorship packages, and the network will “have a share in whatever it is they end up attracting on the sponsorship side.”
Nitro Circus recently signed a sponsorship agreement with Sony, which plans to promote its Action Cam to compete with GoPro in the action sports camcorder space. Porra added that the company is in talks with at least seven other global sponsors, including in the beverage, alcohol, automobile and motorcycle categories.
Alex Silverman is a staff writer for SportsBusiness Daily.
