New Energy Drink A SHOC pumps $15 million into 'Action Sports'
It seems that the relationship between Red Bull and the Nitro-Circus stars is completely over. After Travis Pastrana recently exchanged his red and yellow helmet for a helmet featuring a rapidly growing coffee brand "Black Rifle Coffee", Nitro Circus events will no longer be able to count on Red Bull's support.
This is not a complete surprise, in Oceania, for example, the red bull in the yellow sphere was no longer on the “Freestyle Ramps”. The fact that they are withdrawing from Nitro Rallycross is a bigger surprise, because they were still prominently present last year with many pilots and as main sponsor. But everything comes to an end!
That's good news A SHOCK, a brand that can rely on the 'Keurig Dr Pepper' holding company, is ready to invest 15 million dollars in "Action Sports". They have made a deal with the promoter: “Thrill One Sports and Entertainment” who will invest this money to promote their content such as: Nitro Circus USA Shows, Nitro Rallycross, Nitro World games, but also non-Nitro Circus related content such as Street League Skateboarding (SLS), ... In addition to Nitro Circus and SLS, there is also Superjacket Productions, the company of Rob Dydrek (of MTV fame) under the umbrella of Thrill One Sports and Entertainment.
Extra Note: Thrill One Sports and Entertainment is a company created by The Raine Group and Causeway Media Partners with the aim of uniting “Action & Xtreme Sports” and positioning it more strongly in the market. To then create better deals and more opportunities for everyone.
Text: Matthias Van Eeckhoven – Red Bull Content Pool
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