December 22nd, 2011

NBC Gets Some Sports Action From Red Bull

By Brian Steinberg
Advertising Age

Are extreme-sports fans eager for a taste of Red Bull when they watch their favorite rounds of snowboarding, bicycle motocross or mountain-biking? NBC Sports is betting that fans’ thirst for such events on mainstream TV will keep them from getting too antsy about an advertiser’s having an outsized presence in a significant portion of sports programming.

Under a partnership established earlier this week, Red Bull’s media-production arm will provide 35 hours of action-sports programming—the “Red Bull Signature Series”—to begin airing on both NBC and the NBC Sports Network in January. As part of the deal, Red Bull is likely to be featured prominently, not just in the commercials and on-air graphics that surround them.

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