Digital sports network Whistle Sports has announced a collaboration with action sports collective Nitro Circus, which was founded in 2003 by motorsports star Travis Pastrana and today comprises television shows, documentaries, a live tour, and an action sports competition tournament.
As part of the agreement, Nitro Circus and Whistle Sports — whose creator network reaches 350 million followers across social media — will create and distribute short and long-form programming together. At the same time, Nitro Circus will host Whistle Sports creators and furnish content creation opportunities at its worldwide events. In 2018, for instance, Nitro Circus will embark on a European tour, where Pastrana and crew will perform stunts on a wide range of contraptions, including bikes, skateboards, inline skates, and scooters.
In addition to helping elevate one another’s brands via content collaborations with Whistle creators like F2 Freestylers and Paul Rabil and Nitro stars like Ryan Williams and Josh Sheehan, the partnership will also call for the creation and distribution of branded content.
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“Nitro Circus produces electric live performances across the globe, and working together with our creators, we will elevate their brand on the channels where millennials are following sports every day,” said Whistle Sports president Jeff Urban in a statement.
Adds Brett Clarke, Nitro’s chief commercial officer: “Teaming up with a global sports media company like Whistle Sports provides us with a new set of resources to power us through to our next evolution as a branded content platform.”
