Scott is using its sponsorship of MTB Zone, which is being broadcast daily in peak time through March and April, to promote the launch of its new Genius bike frame. Activision's sponsorship of the Petrolheads Zone -- a show dedicated to motor-cross programming -- is designed to launch its new multiplatform game 'MTX Mototrax'.
Will Vicary, commercial director at the Extreme Sports Channel, said: "Working with industry brands such as Scott and Activision is great because it demonstrates how effectively we reach the opinion-forming, high-consuming audience. These sponsorship opportunities are a relevant and credible option for companies wanting to efficiently target a maximum number of savvy and industry-responsive individuals."
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