NBC Sports and Petersen Cos. formed a $10 million joint venture to produce a series of sports competition events, starting next summer, called the Gravity Games. Events will include downhill skateboarding, motocross and road luge. Music, lifestyle events and other tie-ins will be part of a four-day format created and operated by Advantage International, an Interpublic Group of Cos.-owned sports marketing agency. Petersen will promote the games through print ads in 16 sports-related titles in March, and on NBC. Sponsorships will be available in categories including automotive, fashion, beverage and package goods.
Copyright November 1998, Crain Communications Inc.