SPORTSKOOL Seals VOD Sponsorship Deal With U.S. Navy

Partnership Builds On New On Demand Television Advertising Model and Will Include

All-New Original Fitness Series Featuring Navy Seal Regimens Premiering in November

New York, NY – October 25, 2007 – In an effort to broaden a new television advertising standard that maximizes the power of video on demand (VOD), SPORTSKOOL, the only free On Demand sports network dedicated to delivering athletic instruction, announced today that it has established an innovative advertising partnership with the U.S. Navy. The deal will provide Navy with exclusive sponsorship of SPORTSKOOL's 'TEAM SPORTS' category as well as 'ACTION SPORTS' BMX and Skiing programming, offering NAVY customized integration into the very fabric of the On Demand network. SPORTSKOOL, which is available to virtually all VOD-enabled homes nationwide, will also create an all-new custom branded sports conditioning and training series featuring truly authentic Navy Seal exercise regimens, which is scheduled to premiere on-air and online in November.

The Navy sponsorship furthers SPORTSKOOL's commitment to providing custom advertising solutions to their partners, allowing brands to be subtly integrated into high-quality content and targeted to the network's loyal, active and engaged audience.

"This is an exciting initiative for SPORTSKOOL, as we are able to join forces with a brand that is certain to inspire anyone looking to get in shape, stay in shape and feel better about themselves," said Dan Ronayne, General Manager of SPORTSKOOL. "This new and original sports conditioning and training series is an effective way for us to expand our VOD offerings and uniquely platform the Navy brand. This sponsorship deal is another great example of how SPORTSKOOL continues to provide innovative sponsorship opportunities for our partners with entertaining and engaging content."

"As viewers gain more and more control over media consumption, it is essential that advertisers embrace this platform," added Phil Summers, Vice President of Integrated Sales & Marketing for SPORTSKOOL. "With this partnership we are working with Navy to create content that will integrate their brand in an engaging environment, while remaining true to SPORTSKOOL and our audience."

"Younger audiences, key to the U.S. Navy's recruitment marketing initiatives, are increasingly fragmented in their media choices," said LCDR Olivia Bethea, Director, Advertising Plans & Operations, Navy Recruiting Command, United States Navy. "Innovative video on demand programs like those offered by SPORTSKOOL are an effective way for us to engage audiences who tend to consume media on their own terms."

Working closely with Navy, SPORTSKOOL will produce a new custom branded sports conditioning and training series of 10 short episodes on Navy Seal training regimens, which will help SPORTSKOOL viewers gain an edge in whatever sport they play and achieve peak performance across a broad spectrum of physical skills. Filmed at the Navy Special Warfare Center in Coronado, CA under the guidance of the Naval Special Warfare Recruiting Directorate, the series features the truly authentic Navy fitness techniques completed by all Navy Seal trainees. The series will be lead by a group of 4 active duty Navy Seal Instructors, each of whom will take a turn as lead trainer, instructing viewers as if they were actual Navy recruits. The trainer will challenge, motivate and push the viewers and Seals to new levels of fitness, through exercise demonstrations that enhance skills such as strength, endurance, agility, speed, flexibility, stamina, and mental toughness.

As the exclusive sponsor of SPORTSKOOL's 'TEAM SPORTS' programming block, Navy will receive immersive brand integration in each 'TEAM SPORT' episode, including original series on basketball, lacrosse, soccer, football and more, as well as the 'ACTION SPORTSKOOL' programming block's BMX and Skiing content, which includes such series as Skiing with Bode Miller and BMX with Chad Kagy. The Navy brand will be integrated throughout this programming via a sponsor open, pre- and post-roll spots, distinctive graphics, and drives to the Navy website ( SPORTSKOOL will also build a custom NAVY TEAM SPORTS micro-site on

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, "Hail Mary" 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

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

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.

Press Contacts

  • Olivia Dupuis