ESPN has signed on for two more years with its longstanding X Games sidekick, Prairie Village-based RCA Group.
By STEVE ROSEN
The Kansas City Star
The sports marketing firm, 2310 W. 75th St., has been working with the giant cable sports network since 1995’s inaugural Summer Extreme Games in Newport, R.I.
That partnership was recently extended through 2015. Financial terms were not disclosed.
RCA employees will be in Aspen, Colo., for the opening Thursday of the Winter X Games. The event runs through Sunday and will feature 16 hours of live coverage on ESPN, ESPN2 and ABC.
In June, RCA will play a supporting role at an X Games event in Austin, Texas.
“We are proud of our partnership with ESPN,” Russ Cline, founder and president of RCA said in a statement.
RCA specializes in brand awareness and sponsor fulfillment at the X Games. The company works with ESPN staff and X Games sponsors to coordinate signage and other marketing opportunties. The sponsors at this year’s Winter X Games include Jeep, Go Pro, Monster and the United States Navy.
The marketing company’s assignment is to make sure sponsors receive adequate camera exposure and other support during the televised broadcasts. That means analyzing signage placement and monitoring festivals and other special events to maximize brand visibility, said Mary Altman, a senior vice president at RCA.
In addition to a team on site in Aspen, Altman said, the X Games events will be monitored by RCA employees in Prairie Village.
RCA was founded about 30 years ago and has specialized in working with professional sports leagues, television networks, event venues and other clients. The company has 10 to 12 full-time and part-time employees, Altman said.
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