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Marking a major sponsorship milestone, the Dew Tour announced today a multi-year deal with Nike 6.0, part of Nike's action sports division, as the new event title sponsor of the BMX-specific stop of the Dew Tour. Nike 6.0 will debut its new sponsorship role at the Nike 6.0 BMX Open in Chicago's Grant Park, June 26-27, 2009, but will continue as an associate sponsor for the remaining 2009 Summer and Winter Dew Tour stops. In addition to showcasing the BMX park, vert and dirt disciplines that have been a staple on the Dew Tour over its five-year history, Nike 6.0 will be adding a "true street" specialty competition to the first ever Nike 6.0 BMX Open. The street comp will consist of nine riders divided into teams of three with a filmer for each team. The three captains - Garrett Reynolds, Van Homan and Sean Sexton (chosen based on their X Games 14 podium finishes) - will choose their teammates for the competition, and the winning team will be judged by a combination of scores from a jam session on June 26 and a video part created prior to the jam.
"Nike 6.0 is deeply committed to Action Sports, and the Dew Tour has proven to be an incredible platform to elevate our athletes. The new BMX-specific stop is a great opportunity to showcase our support, and it was only natural for Nike 6.0 to increase our sponsorship level to Title Sponsor," said Bastien Renard, Nike Global Brand Director of Action Sports. "We are honored and beyond excited to be able to add a true street comp to the BMX Open and invite a new sector of BMX riders to participate in the Dew Tour."
"Having one of the biggest brands in all of sports join us as a title sponsor is a tremendous example of the strength of the Dew Tour property," said John Stamatis, Vice President of Marketing and Partnerships. "The fact that Nike 6.0 is extending their involvement in the Dew Tour is a testament to their vision of growing action sports at all levels."
"I'm stoked that Nike 6.0 is sponsoring the BMX event this year," said Dennis Enarson, Nike 6.0 athlete and third in the 2008 Dew Tour's BMX dirt rankings. "Having them host the first stop of the Dew Tour will make it that much better and will elevate the level of riding even more."
Nike 6.0 originally signed on as an associate-level partner for the 2008 Dew Tour as well as the inaugural Winter Dew Tour. As event title sponsor, Nike 6.0 will receive tour-wide exclusivity in the footwear, athletic and casual apparel, and outerwear categories. Nike 6.0 will also receive fully integrated marketing benefits, including television ads on NBC and USA Network, online and on-site exposure as well as inclusion in the Tour's multi-million dollar marketing campaign.
The complete 2009 Dew Tour schedule is as follows:
Event Date Location
-Nike 6.0 BMX Open June 26-27 Chicago, Ill.-Grant Park
-Wendy's Invitational Aug. 13-16 Portland, Ore.-Rose Quarter
-Toyota Challenge Sept. 17-20 Salt Lake City, UT-EnergySolutions Arena
-PlayStation(r) Pro Oct. 15-18 Orlando, Fla.-Amway Arena
Re: NIKE 6.0 ELEVATES SPONSORSHIP WITH THE DEW TOUR TO EV...
What a crock of shit!....Nike F off!
Re: NIKE 6.0 ELEVATES SPONSORSHIP WITH THE DEW TOUR TO EV...
It would be cool to see each Street captain pick guys from their respected shoe sponsors and see which "brand" wins out. lol. GO ORCHID!
Re: NIKE 6.0 ELEVATES SPONSORSHIP WITH THE DEW TOUR TO EV...
so with the multi million dollar marketing campaign and all the coverage that they will get, what are they actually putting back into the sport, does the prize fund go up?....do their riders get paid decent money?.....do they ever donate to the athlete recovery fund.
DO THEY CARE?.......probably not!...but what the hell when their star riders get injured they can always drop them and pick up the next one that comes along eh?
Re: NIKE 6.0 ELEVATES SPONSORSHIP WITH THE DEW TOUR TO EV...
Nike have the bucks to penetrate our market. I for one one will not be penetrated by a athletics company.
Keep spreading the word for the BMX shoe co's, they can't match this sort of marketing buyout.
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