Vonore, TN –In yet another groundbreaking sponsorship move, MasterCraft recently announced it has signed an agreement with NBC and Clear Channel Entertainment, making MasterCraft the Official Boat of the Dew Action Sports Tour (AST). The first-year Dew Tour is the premier action sports series in the world, encompassing five U.S. cities and expecting to draw over half a million spectators this summer. The series will include over 30 hours of original programming on NBC, and be fully promoted throughout Clear Channel’s extensive media network.
The new, three-year agreement between MasterCraft and the Dew Action Sports Tour is not entirely surprising due to the existing relationship between MasterCraft and Clear Channel’s THQ AMA Supercross series. In addition, MasterCraft has been the leader in marine sports marketing for years, with primary branding on the MasterCraft Pro Wakeboard Tour, the MasterCraft Pro Water Ski Championships and ESPN’s X Games. The most recent deal with the Dew AST grants MasterCraft category exclusivity at the 5-stop nationwide series, with rights to a Festival Village display, logo IDs within the Festival Village, a :30 big screen spot every 3 hours (the famed Parks Bonifay/X-Star commercial), a :15 second PA spot every 3 hours and a full page, color ad in the Spectator Guide. In addition, MasterCraft is leveraging its investment even further by working with the Dew AST to use web, radio and TV spots as well as on-site and retailer in-store displays to promote contests that will give away MasterCraft X-Series boats to two lucky winners.
“Our involvement in the Dew Action Sports Tour is multi-faceted,” said Rob May, MasterCraft’s director of marketing. “Number one, we will be reaching out to over a half-million action sports enthusiasts and further entrenching MasterCraft in this hot psychographic niche. Second, our local retailers will have the opportunity to interact and engage directly with these key influencers via our in-festival display. And, partnering with Clear Channel, NBC and all of the affiliated high-profile Dew AST sponsors gives us a tremendous opportunity to grow our brand beyond traditional marine media and events.”
The Dew AST is happy to have niche sponsors like MasterCraft. “We are thrilled to have relationships with such a diverse group of promotional partners who will provide unique programming and promotional opportunities and will help establish our brand and grow our fan base,” said Wade Martin, general manager of the Dew Action Sports Tour. “These partners provide large, yet uniquely targeted audiences who are passionate about action sports and their related lifestyle interests.”
One of the keys to the agreement is MasterCraft’s local dealer involvement. Similar to the THQ AMA Supercross events, the Dew AST will give local MasterCraft dealers the opportunity to impress a whole new realm of potential customers, with a reach far greater than traditional boat shows or local advertising can provide. “The national media exposure does incredible things for the MasterCraft brand, but the local event opportunity allows MasterCraft dealers the chance to tap into a vibe and demographic we can’t reach on our own,” says Mark Watts, owner of Liquid Sports Marine in Orlando, Florida, the final stop on the Dew Tour.
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