Ford Partners With Lucas Oil Motocross
MORGANTOWN, W.Va. – Alli Sports, a division of the NBC Sports Group, and MX Sports Pro Racing today announced a strategic partnership with Ford around the Lucas Oil Pro Motocross Championship, sanctioned by AMA Pro Racing.
As the Official Car and Truck of the series, Ford will be integrated through on-air, on-site and digital components across the Lucas Oil Pro Motocross platform. The popular motorsports reality show Octane Academy, founded by Ford, will also be joining the Alli family of programming.
The multi-layered partnership provides Ford category exclusivity and full integration into the Lucas Oil Pro Motocross Championship. Additionally, Ford’s partnership will pull through broadcast via vignettes, unique branded content, billboards and commercials, as well as with unique content and on-course placement within the three races which they title. Ford will also be a part of the Alli digital networks with moto livestream integration and exclusive branded content.
“To have an iconic brand like Ford become the Official Car and Truck of the Lucas Oil Pro Motocross Championship is another huge step forward for pro motocross,” said MX Sports Pro Racing President Davey Coombs. “We are honored to have Ford show its support of our athletes and our fans by engaging them at so many levels.”
The Lucas Oil Pro Motocross Championship saw record growth in the 2012 season, with record numbers in viewership across multiple platforms. With live and same-day coverage across NBC, NBC Sports and Fuel TV, the 2012 season provided unprecedented 84 hours of broadcast, with an additional 24 hours streamed live on Allisports.com.
Never before in the 41-year history of the series, or the sport of motocross in general, have fans been given so much access to the races, which lent itself to a record viewership the reached over 11 million this summer. The series also recorded the second-most-watched program in the history of FUEL TV with the live first moto broadcast of the High Point National in June.
“Each year the Lucas Oil Pro Motocross Championship continues to grow, and having Ford join as the automotive category partner highlights the series’ continued expansion,” said Wade Martin, President of Alli Sports. “Along with the addition of Octane Academy, we at Alli are excited to enhance our motorsports offerings and continue to cultivate new audiences within action sports.”