MTV Secures O’Neill To Renew Extreme Sports Sponsorship
MTV has announced that leisure brand O’Neill will renew its pan-European sponsorship of extreme sports programme, Mono, for a third series.
Mono, which runs from now until February 2005, will showcase some of the world’s most extreme sports and daredevil stunts. It features a mix of snowboarding, skateboarding, freestyle motorcross and BMX-ing set to a range of urban music mixes.
The deal includes on-air sponsorship billboards attached to all ten MTV Mono programmes across the broadcaster’s eleven regional channels as well as branded on-air and online competition spots giving viewers the chance to win a trip to the O’Neill Snowboard Jam in Switzerland later this year.
Commenting on the sponsorship, MTV Networks senior vice president of international marketing partnerships, Dave Sibley, said: “That O’Neill is partnering with MTV for the third series demonstrates the recognition of the ideology and lifestyle that extreme sports represents for MTV viewers.”
O’Neill’s European marketing & PR director, Mark Koevermans, added: “This partnership conveys the strong relationship between the action sports world, it’s lifestyle and music. We’re happy to team up with MTV and show the best action from some of the best action sports people set to thrilling music tracks.”
Analysis of the latest audience figures from ASTRA show that MTV has seen its overall share of multichannel viewing decline recently in the face of increasing competition from rival music broadcasters. The channel now commands just 0.25% of multichannel audiences, down from just over 1% five years ago.
Competition in the music television market is notoriously tough and Sky Networks managing director, Dawn Airey, was recently forced to deny accusations that the broadcaster’s beleaguered digital music channels, The Amp, Scuzz and Flaunt, will be forced to close following a wide-ranging review of their performance (see Airey Denies Beleagured Music Channels To Close).
MTV: 020 7478 6000 www.mtv.co.uk
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