San Francisco’s Civic Center was transformed into a skate park and dirt track last week for the Dew Tour, which hit the city for the first time.
The competition is one of the most watched action-sports events every year, but beyond the winners and performances, Forbes has the low down on the changes to this year’s tour.
There’s certainly a lot of money flowing through the event. As the headline sponsor, PepsiCo’s Mountain Dew has committed $8 million to $10 million this year, and NBC’s rights to the event is valued between $40 and $60 million. This year’s tour has fewer stops and scrapped admission fees, but the big crowds that are attracted mean more brand exposure. “Event organizers have actually developed special activation areas where brands can interact directly with fans, and that increased sponsorship value is sure to attract more partners in the future,” according to Forbes.