NBC looks to grab BMX fans’ attention with ABA partnership

So, what is the “new” sport that sponsors hope will take over your television airwaves in the next few years?  BMX Racing.  Looking to capitalize off of the head of steam created by BMX racing’s inclusion in the 2008 Olympic games, NBC Universal Sports has inked an exclusive four-year deal to televise ABA events and 2009 UCI Continental Events.  More info from ABA’s homepage,

The American Bicycle Association and NBC Universal Sports are proud to announce an exclusive four year agreement to televise ABA events and the 2009 UCI Continental events.

The ABA is experiencing steady growth in membership and will continue growing and building upon the great success of BMX racing’s 2008 Olympic debut.  The ABA and NBC Universal Sports will deliver over 20 hours of programming per year for the next four years to an ever growing NBC Universal Sports audience of over 40 million homes.  With BMX emerging as the newest Olympic action sport in 2008, and with the American’s claiming three of the first six BMX Olympic medals ever awarded, the ABA is poised for tremendous growth leading up to the 2012 Olympics in London.

…With this type of exposure for BMX racing in America, I’m confident that the ABA will continue to assist in the development of world-class athletes who eventually represent the United States in international competition around the globe.””We are very excited to expose the sport of BMX racing to NBC Universal’s 40 million homes, this agreement will continue to fuel the growth we have experienced since Beijing,” said B.A. Anderson, American Bicycle Association’s Chief Executive Officer.  “The ABA has dedicated over 32 years to BMX racing and now that we are an Olympic sport we have a responsibility to our members and the country to make sure that our athletes are the best in the world,” Anderson added.

(True story:  The first thing I thought of while writing this article was “Man, I’m surprised that the World Wide Leader (ESPN) didn’t jump on an opportunity like this before NBC did.  About 2 minutes after saying that?  I got an email from ESPN about their ‘Action Sports’ website, that highlighted different sports like BMX racing, Skateboarding, etc.  Big Brother is everywhere!)

But honestly though, where was ESPN in this sort of situation?  Isn’t BMX racing the exact sort of thing ESPN 2 was created for? Were there any other networks in the running for the BMX deal?  So many questions, so few answers.  What we do know though?  The “Fringe Sport” movement is continuing to grow in the United States.  The MMA on CBS, and now BMX on NBC?  Clearly, the mind of the average American sports fan is capable of enjoying more than the usual “upper tier” sports.

MSNBC.com — BMX makes Olympic debut! Is the world ready?

Sports Business Digest — MMA & CBS…Success!

Tags: BMX Racing, Dominique Daniels, NBC Sports, partnership, Shanaze Reade

Category: Fringe Sports, Miscellaneous