TITLE

Going to Extremes

AUTHOR(S)
Petrecca, Laura
PUB. DATE
October 1999
SOURCE
Advertising Age;10/11/1999, Vol. 70 Issue 42, p36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents the highlights of the Gravity Games, an eight-day festival organized by NBC Sports and Emap Petersen held in Providence, Rhode Island which kicked off on October 3, 1999. Some 200,000 spectators descended on the capital city of the Ocean State to watch more than 200 athletes participate in street luge, downhill skateboarding, wakeboarding and freestyle motocross competitions. And such brands as Mountain Dew, Doritos, Toyota, Hasbro Interactive, the U.S. Marines, Ultimate Speed Stick and Unionbay ponied up to $3 million apiece for top-tier, multimedia sponsorship packages. The hope of NBC was to replicate the success ESPN has had with its X Games franchise. This year, 15 top-tier sponsors reportedly paid ESPN a total of $22 million for endorsement packages. INSET: Counterculture rebel or brand icon? `Biker' is both.
ACCESSION #
2369593

 

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