3/23/2004, Burlington, VT- Snowboarding has fully infiltrated pop culture, turning up everywhere from cereal boxes and postage stamps to soda commercials and big screen films. As interest in snowboarding rises, Burton recognizes a real need to increase its already prevalent support of the entertainment industry.
That’s where the formalization of Burton’s new Events and Entertainment group comes in. Through strong, long-established relationships with the world’s top snowboarders, the industry’s best filmers and photographers and world class events, the Events and Entertainment group works with TV networks, the film industry and entertainment providers to create snowboarding-related programming that stays true to the sport and riders.
During its 27-year history, Burton has engaged in a number of successful entertainment partnerships and created some of the most respected and revered events in snowboarding, including the Open Snowboarding Championships held in North America, Europe and Japan. Burton has also established long-standing, solid relationships with snowboarding’s best film companies, including Standard Films and Mack Dawg. Now Burton is building on its past successes and investing more resources in its new Events and Entertainment group.
With the new group in place, Burton has successfully forged several new partnerships with TV networks and events. NBC will be the official television carrier of the 2004 Philips US Open, which will air on April 11th from 1:30 to 3:00 PM. Owned by Burton, the Open is the longest standing snowboard event in the world and attracts the sports’ best riders. “Since NBC is the official home of the 2006 Winter Olympics and did an excellent job bringing snowboarding to the forefront during the 2002 Salt Lake City Games, it only makes sense that NBC is the home of the 22nd Annual US Open,” says Bryan Johnston, Vice President of Burton Marketing. “With a reach of over 108 million homes, NBC will enable every kid in America to take in the excitement of snowboarding’s most anticipated event.”
Burton is also pleased to announce a partnership with Nickelodeon Games and Sports (Nick GAS). A leader in kids’ broadcasting, Nick GAS will create new programming with Burton’s professional snowboarders. So far this season, Nick GAS has attended key snowboarding events like the US Snowboarding Grand Prix in Park City, Utah to cover the event and shoot footage of Burton pro riders. Nick GAS also attended the 2004 Philips US Open and sponsored the event’s Junior Jam, where youth riders competed for an Open title. This upcoming summer, Burton plans to collaborate with Nick GAS to create new kids’ snowboarding content during their summer programming, Camp GAS.
“Burton has their finger on the pulse of one of today’s top action sports, and we are excited to partner with them by creating new opportunities for our audience to engage in snowboarding,” says Mark Offitzer, Vice President and General Manager of Nick GAS.
This year, the Burton Events and Entertainment group also formed a very successful relationship with the Sundance Film Festival. Taking place in the mountain resort town of Park City, Utah, the festival was a natural fit for Burton. Over the course of the ten-day festival, Burton outfitted filmmakers and celebrities in Burton outerwear and provided Learn to Ride lessons to dozens of celebrities, media and filmmakers through the Burton Method Center at Park City Mountain Resort. The partnership enabled festival attendees to enjoy one of North America’s premier resorts in addition to attending Sundance Film Festival events.
“The Sundance Film Festival was an incredible opportunity for us to introduce people to the excitement of snowboarding and the snowboard lifestyle,” says Maria McNulty, Director of Burton Events and Entertainment Group. “It also allowed us to forge lasting relationships with people in the entertainment industry.”
“We are pleased to have Burton join the Festival ccommunity as an Official Provider,” says Jill Miller, Managing Director of the Sundance Institute. “Burton’s presence at the 2004 Sundance Film Festival with the Learn to Ride Clinics and Festival Filmmaker parkas was a great addition to the Festival. We look forward to future collaborations with Burton.”
All of these new relationships and opportunities will enable Burton to support and showcase snowboarding in an authentic way to new and core audiences.