Background:
Founded by pro skateboarder Rob Dyrdek in 2010, Street League Skateboarding (SLS) was created to foster growth, popularity, and acceptance of street skateboarding worldwide. Since then, SLS has evolved to become a platform that serves to excite the skateboarding community, educate both the avid and casual fans, and empower communities through its very own SLS Foundation. In support of SLS’ mission, Nike SB joined forces with SLS in 2013 to create SLS Nike SB World Tour. TEC Direct Media was hired to provide media support for the SLS Nike SB World Tour. TEC Direct Media was given an additional market to support in 2015 (New Jersey) and it was also Chicago’s first time hosting the 2015 Super Crown Event Championship.
Challenge:
“Our relationship with TEC Direct Media has been a win since the start. Their media expertise in big events and entertainment immediately helped drive growth in ticket sales as well as viewership of our televised special. They are a trusted adviser and an integral part of our continued success.”
– Street League Skateboarding
SLS had also partnered with FOX Sports 1 to televise each tour event live in the United States and distribute coverage globally through FOX’s family of networks. TEC Direct Media was charged with driving ticket sales to the World Tour events in Los Angeles, New Jersey, and Chicago as well as tune-in to live coverage on Fox Sports TV.
Solution:
TEC Direct Media recommended a media plan comprised of high-traffic out of home (OOH) placements and strategic television ads in the Los Angeles, New Jersey, and Chicago markets to reach avid skateboarders and potential fans of the sport.
Results:
High attendance, culminating in a sold-out crowd for the SLS Nike SB Super Crown World Championship in Chicago at the UIC Pavilion. In addition, viewership of the events on FOX Sports 1 has grown exponentially over the past two years.
