Magazine article Marketing

ASP Picks Sportsworld Media for First Contract

Magazine article Marketing

ASP Picks Sportsworld Media for First Contract

Article excerpt

The Association of Surf Professionals (ASP) has awarded its first-ever media and marketing contract, worth $12.75m ([pound]8.94m), to UK-based Sportsworld Media Group, with a brief to promote surfing as a global competitive sport.

Sportsworld will hold the contract for five years, and will produce and distribute all TV programming for ASP's World Championship Tour. It will also arrange marketing deals for the Tour in the main surfing markets: Australia, the US, Europe and Latin America.

In the past, surfing has been televised on an ad hoc basis and marketing has been event-specific, and carried out by the Association itself. Sportsworld's chief executive Geoff Brown said Sportsworld would develop a global marketing strategy, and would look to sign up global, regional and local sponsors.

"These sports are an advertiser's dream, because it is not just a sport, it's a lifestyle. It's also very televisual, and will be highly valuable to broadcasters targeting the 18 to 30 demographic. In fact, one of the things that has held free sports back until now has been lack of professional advice on getting the right televisual package," said Brown. …

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