MX Sports Pro Racing and Alli Sports, a division of the NBC Sports Group have announced that NBC Sports and NBC Sports Network (renamed from VERSUS on Jan. 2) will be the new broadcast home for the 2012 Lucas Oil AMA Pro Motocross Championship. The broadcast partnership will feature three live hours on NBC Sports and 21 hours of race programming on the NBC Sports Network, with 11 hours live.
The 2012 AMA motocross season expects to continue the upward trend the series has experienced since MX Sports Pro Racing and Alli Sports became partners in 2009. Since that time, motocross has enjoyed unprecedented growth with fans, and has seen its television audience nearly quadruple in three years. This new partnership comes on the heels of a highly successful 2011 season that reached the largest overall motocross audience through television, digital and on-site viewers in the sport’s 40-year history. In 2011 the series saw a 36 percent increase year-over-year in domestic television viewership, along with a 50 percent increase in overall website traffic.
“NBC Sports and the NBC Sports Network are the perfect broadcast partners for the Lucas Oil AMA Pro Motocross Championship. We look forward to engaging motocross’ strong and devoted fan-base via the various broadcast and digital platforms available through our relationship with Alli Sports. Our work together over the past three years has done a tremendous amount to grow the sport and we’re excited to build on it with the expanded television partnership with the NBC Sports Group.” said MX Sports Pro Racing President Davey Coombs.
With the move to the NBC Sports Group, Alli Sports will have greater flexibility to offer complete packages to sponsors that include media assets, series sponsorship opportunities, as well as more live hours, better programming windows and the ability to cross-promote the series across various networks and platforms.
“The new television package not only provides new opportunities for our fans, but allows us to better support both our current and future business partners with more robust and flexible sponsorship packages. The Series has seen amazing growth on all levels and the new television package is another big step.” said Alli Sports President Wade Martin.
“The Lucas Oil AMA Pro Motocross Championships is a terrific programming property for the NBC Sports Group, particularly due to its popularity in young male demographics,” said Rob Simmelkjaer, Senior Vice President at NBC Sports. “It will serve as an important part of our action sports strategy going forward.”
The 2012 Lucas Oil AMA Pro Motocross Championship will be broadcast on five continents, in 104 countries.