Action Sports Network Makes Move on Sponsor

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Action sports network Fuel TV is going on a road trip.

But its destination isn’t the X-Games. The L.A.-based television network has struck a sponsorship deal with sunglasses manufacturer Oakley Inc. to film its signature show, “Daily Habit,” at Oakley’s headquarters in Foothill Ranch. “Oakley Week,” which ran last year, will start again Monday, but this is the first time the show was shot at a company’s headquarters.

Oakley Week was so successful that the show is opening up the concept and inviting other five-day sponsors.

“We have given sponsors the opportunity to own the week and they can integrate their athletes and products,” said Scott Paridon, vice president of production and development. “The show has been a good component for our ad sales.”

“Daily Habit” features interviews with action sports stars, clips from events and musical guests. Filming on location has been rare, but competition among sponsors means that other apparel and equipment manufacturers such as Billabong, Monster and Skullcandy are willing to pay to be integrated into the show for one-week periods. The show is on five days a week, and as a result, on-location production is a challenge for the 14-person crew because of setup and tear-down time.

However, filming at Oakley’s headquarters gave show producers an opportunity to try new things. Action sports star Shaun White landed at Oakley’s headquarters in a helicopter, while motorcycle rider James Stewart rode down the stairs into the company’s office on a bike.

The show films 240 episodes annually, and that gives the network ample opportunity to work with sponsors. For example, future location shoots may take the show to Hawaii, where companies can feature the launch of a new line of swim shorts.

Fuel TV, founded in 2003, is available through cable and satellite operators in 32 million homes.

Paridon is planning changes beyond location shooting.

“We want to redo the set and we’re trying to get the show broadcast in high definition,” he said.


Down the Stretch

The racing season at Santa Anita Park started last week with the running of the California Cup, a series for horses bred in the state. The season will conclude with the Breeders’ Cup on Nov. 6-7.

Overshadowing some of the racing is the bankruptcy of Santa Anita Park’s holding company, Magna Entertainment Corp., which filed for bankruptcy in March. Several companies have shown interest in purchasing the property, including tenant Oak Tree Racing Association, the group that runs the races at Santa Anita.

Working through the bankruptcy has presented some challenges for Oak Tree, which was purchased by Magna in 1998 for $126 million. Sorting out the finances has been a challenge for Oak Tree due to some shared accounts.

“If our money was deposited in the wrong bank account, we had some trouble getting it back,” said Sherwood Chillingworth, Oak Tree director and executive vice president. “But we’ve taken care of those problems.”

Chillingworth said that several equity groups have considered making bids for the facility, but he doesn’t know who will acquire the property from Magna.

“We would like to get full control over the facility, but can’t afford to buy it by ourselves,” he said.




Speed Zone

When Nascar racing returns to the Auto Club Speedway in Ontario during the weekend of Oct. 10-11, the crowds are expected to match or surpass last year’s attendance due to cooler weather and some new ticket packages.

One option allows fans to add a wristband to their tickets for all-you-can-eat privileges. The cost is $35 for adults and $20 for kids. The idea for the wristband addition to any ticket purchase came to track President Gillian Zucker during a recent trip to a county fair.

“I go to the fair to eat. If they had a food pass, I would buy it,” she said. “Our facility has some similarities in the way it’s spread out like fairgrounds. We want to make it convenient to get food wherever you go during the race.”

Zucker noted that many fans want to be able to budget for the entire race day and several hundred people have purchased the wristband so far.

For example, one of the best-selling ticket packages for the weekend is an $88 package honoring driver Dale Earnhardt Jr.’s birthday. Earnhardt drives the No. 88 car and the package includes admission for Saturday, Sunday and a weekend pit pass.


Shoe Deal

K-Swiss Inc. has signed a multiyear deal with the Los Angeles Marathon as the event’s footwear and apparel partner. Terms of the deal were not disclosed. K-Swiss will work with the marathon to develop a line of licensed apparel that will be sold online and at the Marathon’s Expo event.


Staff reporter David Nusbaum can be reached at [email protected] or at (323) 549-5225, ext. 236.

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