Innovative New Series Featuring Olympic Gold Medalist Shaun White and the 2008 Jeep Liberty Integrated into SPORTSKOOL's ACTION SPORTS Programming Block
New York, NY – October 25, 2007 – SPORTSKOOL, the only free On Demand sports network dedicated to delivering athletic instruction from world-class athletes and coaches, announced today the expansion of its sponsorship deal with Jeep® to create a VOD campaign to help promote the 2008 Jeep Liberty. Leveraging their roster of world-renowned athletes and talent, SPORTSKOOL will integrate Jeep into a new specially-produced series featuring Olympic Gold Medalist, Shaun White. Unique from SPORTSKOOL's instructional programming, this innovative new series will consist of stories and commentary from the X-Games icon as he give viewers a rare behind-the-scenes look at "Being Shaun White." Produced by SPORTSKOOL, which is available to virtually all VOD-enabled homes nationwide, 'ACTION SPORTSKOOL with Shaun White' Presented by Jeep will premiere On Demand and online beginning in December. In addition, Jeep will be uniquely integrated into the network's 'ACTION SPORTSKOOL' Skateboarding and Snowboarding VOD programming.
"Jeep's sponsorship renewal underscores SPORTSKOOL's ability to provide new advertising opportunities with a strong, efficient return on investment for our partners," said Dan Ronayne, General Manager of SPORTSKOOL. "SPORTSKOOL continues to set itself apart in VOD by offering unparalleled immersive branding to advertisers, and allowing them to be uniquely integrated into original content that features high-profile talent and engages a targeted audience."
SPORTSKOOL and Jeep first joined forces last year on a groundbreaking VOD sponsorship deal, which built a new advertising paradigm for television to uniquely maximize the power of On Demand. The branded entertainment campaign, which promoted the 2007 Jeep Patriot, not only lived on the network, but also offered Jeep the unique ability to use the content on multiple platforms. By broadening this partnership, SPORTSKOOL and Jeep will further develop the integrated sponsorship model they established, which leverages the value of VOD advertising, including the ability to go beyond the 30-second spot and communicate directly to a targeted viewership.
The new 'ACTION SPORTSKOOL with Shaun White' series will feature 30-second to one-minute shorts, created by SPORTSKOOL, to be rolled out throughout the course of the four-month campaign, beginning in December. An expansion of the network's already impressive slate of instructional programs, the creative new series will feature personal stories and anecdotes from White, showcasing his refreshingly carefree attitude and contagious energy. White will cover an array of topics on "Being Shaun White" and one of the most popular 21-year-olds in sports, including the first time he felt famous, his fear of failing, music taste, girls and adoring fans, competition, secrets to a good run, and his mentor, Tony Hawk, among many others, offering viewers an entertaining close-up view of the iconic athlete. Using The Encinatas YMCA Skate Park in California as a filming location and backdrop, the series will fully embrace the snowboarding and skateboarding culture. 'ACTION SPORTSKOOL with Shaun White' will live on the SPORTSKOOL network and online at www.SPORTSKOOL.com.
"Through our original sponsorship venture with Jeep, SPORTSKOOL established an innovative advertising model, and we are excited to continue and build this relationship and deliver measurable results," added Phil Summers, SPORTSKOOL's Vice President of Integrated Sales and Marketing. "By creating all-new original content with Jeep and an impressive athlete as Shaun White, SPORTSKOOL is able to deliver enormous value to our sponsor and viewers."
In addition to SPORTSKOOL's creative new series with Shaun White, Jeep will be the exclusive sponsor of 'ACTION SPORTSKOOL' original Skateboarding and Snowboarding programming. The Jeep Liberty will be uniquely integrated through a number of sponsor tactics including: Jeep Liberty-inspired show graphics; a Jeep Liberty-branded 'ACTION SPORTSKOOL' open; a custom 'ACTION SPORTSKOOL' Presented by Jeep micro-site, and multiple throws to the Jeep website (www.jeep.com).
SPORTSKOOL has seen substantial growth, now at over 23 million in total distribution, thanks in large part to an increasing slate of original sports instruction featuring world renowned athletes including soccer superstar Mia Hamm, baseball legend Tony Gwynn, basketball Hall of Famer and NBA analyst Bill Walton, Stanley Cup champion Peter Forsberg, skateboarding pioneer Mike Vallely, football legend Doug Flutie, and pro All-Star Harold Reynolds. To learn more or find out if SPORTSKOOL is available through your local cable provider please visit www.SPORTSKOOL.com.
Launched by Rainbow Media in 2004, SPORTSKOOL is the first television network dedicated to delivering in-depth sports expert instruction and coaching for a wide range of sports and athletic activities. SPORTSKOOL helps athletes of all ages take their game to the next level by offering guidance and insider tips from the world's best athletes. The network – featuring exclusive and original programming custom-built for On Demand television – boasts some of the most recognizable names in sports, including Doug Flutie, Mia Hamm, Bode Miller, Tony Gwynn, Bill Walton, Mike Vallely (Mike V.), tennis coach Brad Gilbert and renowned training and performance expert, Mark Verstegen. SPORTSKOOL is currently available to more than 23 million digital cable subscribers nationwide. For more information, visit www.SPORTSKOOL.com.
About Rainbow Media Holdings LLC
Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media is a leading producer of targeted, multi-platform content for global distribution, creating and managing some of the world's most compelling and dynamic entertainment brands, including AMC, IFC, WE tv, LIFESKOOL, SPORTSKOOL, and VOOM HD Networks. Through its IFC Entertainment division, Rainbow Media also owns and manages the following: IFC Films, a theatrical feature film distribution company; IFC First Take/IFC in Theaters, a day and date theatrical feature film/VOD initiative; the IFC Center in New York City; IFC Productions, a feature film production company; and IFC Entertainment, which owns and operates a film library. Rainbow Media also operates Rainbow Advertising Sales Corporation, its advertising sales company, and Rainbow Network Communications, its full service network programming origination and distribution company.