NBC Sports and Petersen Cos., both New York, said a joint venture will produce a series of sports competition events starting next summer called Gravity Games. It will feature such "adrenaline sports" as downhill skateboarding, motocross and road luge as well as music, lifestyle events and tie-ins. The four-day event format was created and will be operated by Advantage International, an Interpublic Group of Cos.' sports marketing agency. Print ads in Petersen's 16 sports-related titles, beginning with March issues, ads on NBC and in outdoor media will support. Sponsors will be pursued in categories including automotive, fashion, beverage and package goods. A Web site
will be launched and eventually include e-commerce.
Copyright November 1998, Crain Communications Inc.