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Nike Stages a Takeover of Fuel TV

Nike is establishing a major promotional beachhead on Fuel TV this month to promote its 6.0 line of action-sports gear. Fuel is a News Corp.-owned cable outlet geared towards skaters, surfers and bikers. The deal allows Nike to dominate the network for a month.

Fuel is scheduling Nike-sponsored programming and incorporating Nike 6.0 athletes and other content into its existing shows, such as "The Daily Habit." Nike's sponsorships will be part of Fuel's bottom-of-the-screen show ticker during certain programs. As part of the deal, Fuel will also create new segments featuring athletes affiliated with Nike 6.0. In addition, Nike will provide Fuel with "The Wake Skate Film," which features athletes in a sport that is similar to skateboarding on water.

The July initiative is part of a broader partnership between Nike and Fuel, says Peter Vesey, Fuel vice president. For its part, Nike says it is pleased with the opportunity because it sees few true TV venues for action-sports aficionados, aside from ESPN's "X Games" and NBC's "Mtn Dew Action Sports Tour."

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