Friday, July 17, 2009

Nike Stages a Takeover of Fuel TV for 6.0 Line

Dominating One Outlet Replaces Once-Powerful 'Roadblock' Strategy

NEW YORK ( -- To promote its 6.0 line of action-sports gear this month, Nike is establishing a major promotional beachhead on Fuel TV, the News Corp.-owned cable outlet geared towards skaters, surfers and bikers. The deal allows the sportswear company to dominate the network for a set period of time.

Nike 6.0 athlete Nigel Sylvester talks with 'The Daily Habit' host Pat Parnell.
The promotional pact, signed as part of an upfront deal in the third quarter, comes out of a broader partnership between Nike and Fuel, said Peter Vesey, Fuel's VP-ad sales. Viewers of the channel want to see their favorite athletes perform, and while a sponsor may be providing some of the footage, he said, the maneuver represents "a natural extension in the way we program the network."

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