Nissan and Eurosport unite for adventure sports campaign

Eurosport and Nissan have united to create a showcase for adventure sports across Europe. The partnership will raise the profile of freeriding and the athletes behind the sport with the production of a weekly magazine show on Eurosport called the Freeride Spirit. Over an eight-month period viewers will be able to follow freeriders as they prepare for the Freeride World Tour (FWT) 2010.

Freeride Spirit is an innovative, tailor-made TV show featuring four athletes preparing for and competing in the Freeride World Tour, co-founded by Nissan three years ago. The production of which will generate a substantial amount of quality editorial content, with 26 x 13-minute weekly shows and 4 x 26-minute specials to be aired on Eurosport and Eurosport 2 from September 15 to May 7, 2010.

Jean-Pierre Diernaz, General Manager of Nissan’s Marketing Communication in Europe explains: “The partnership with Eurosport is linked to our overall mission to improve brand opinion by giving personality and injecting emotion to the Nissan brand. Nissan Sports Adventure (NSA) was born three years ago to create a dedicated platform to generate entertaining and engaging content, which is the oxygen of the brand in a multi-media world.

“We now step up a level and move from co-founding a property to collaborating on a TV programme featuring FWT with Eurosport. This is another example of Nissan’s challenger approach to marketing and sees NSA go beyond being just a brand entertainment platform achieving greater value and productivity for all our assets”

In addition to the TV series, which will be broadcasted five times a week on Eurosport & Eurosport 2, the collaboration includes a dedicated adventure sports video section on Eurosport’s web platform. Running from September 1 to April 2010, the section will feature sports adventure videos and Freeride Spirit episodes, as well as a prize competition due to be launched in November.

"The partnership with Nissan showcases Eurosport's ability to provide major global brands responsive, creative and tailor-made solutions on a pan-European basis. On air, online and through promotional activities ? Eurosport and Nissan will join forces to bring viewers the best wintersports adventure action in 2009-10," says Olivier Fisch, Global Commercial Director, Eurosport.

With its powerful pan-European multi-media platform, the Eurosport Group was the perfect choice for Nissan. Eurosport, the group's flagship channel specialising in LIVE sport is Europe's No.1 TV channel* and now reaches 117 million homes in 59 countries in Europe. The group's network of 9 local websites reaches up to 9.9 million unique visitor per month.

The four NSA athletes featuring in the campaign are: Freeride World Tour 09 Champions Aurelien Ducroz (ski) and Xavier de le Rue (snowboard) who will be going for Gold at the Vancouver Winter Olympic Games, along with Geraldine Fasnacht (snowboard & basejumper) and Marja Persson (ski). Freeride Spirit will bring unique insight into extreme sports and a glimpse into the lives of the people who take risks in the name of sport. Filmed in some of the world's most dramatic locations, the show will be nothing less than breath-taking.