MTV, NBC Sports Form Action Sports Alliance

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MTV and NBC Sports Tuesday have teamed up to create Alli, the Alliance of Action Sports, a joint venture that will include seven national and international action sports tours, events and multimedia content.

The new umbrella brand, which joins the former Action Sports Tour properties (AST) with Maloof Money Cup, AMA Motocross Championship and King of Wake series, will continue to be co-owned by NBC Sports and MTV.

“Alli’s mission is to facilitate the momentous growth of action sports by showcasing both the competition and lifestyle aspect of these sports,” Wade Martin, president of Alli, said in a statement. “We believe these are the sports of a new generation and Alli will bring together the best properties, athletes, and brands globally for the fans of action sports.”

Alli will serve as the owner and operator of the Dew Tour and Winter Dew Tour, Free Flow Tour, and the China Invitational. In addition, Alli has formed partnerships with industry leaders and premier properties: Maloof Money Cup, the AMA Motocross Championships, and the King of Wake series. 

Alli partners will continue to manage their respective events with the added benefit of television programming on NBC Sports and MTV, global media content distribution, sponsorship sales, and marketing and promotion across all platforms. A soon-to-be-launched digital hub will also serve as the online destination for all Alli properties and a leading source of all action sports content and news.

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