MTV, NBC Sports Ink Action-Sports Pact

MTV and NBC Sports have teamed 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 with Maloof Money Cup, AMA Motocross Championship and King of Wake series, will continue to be co-owned by NBC Sports and MTV.

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 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 TV 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 all action sports content and news.

“Alli’s mission is to facilitate the momentous growth of action sports by showcasing both the competition and lifestyle aspect of these sports,” Alli president Wade Martin 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.”