News 7 Dec 2010

AMA SX: MX vs. ATV franchise back again for 2011 season

Feld Motor Sports announced today that video game giant THQ Inc. will return in 2011 as the Official Video Game of Monster Energy AMA Supercross, an FIM World Championship.

The 2011 Monster Energy AMA Supercross season marks the seventh year THQ has been a sponsor of the championship.

Over the past seven years, Monster Energy AMA Supercross has served as a key marketing platform for THQ’s widely popular MX vs. ATV video game franchise.

Dating back to THQ’s initial Monster Energy AMA Supercross sponsorship in 2004, MX vs. ATV has been exposed to more than five million fans at Supercross races alone. In the upcoming MX vs. ATV game, to be announced at the start of the season, THQ has been granted licensing rights to use the AMA Supercross logo.

“Partnering with Monster Energy AMA Supercross has always allowed us to connect with race fans on a unique level,” said Michael Lustenberger, vice president of Global Brand Management Online, THQ.

“The upcoming 2011 season is no exception as we will reveal the next MX vs. ATV game at the first race and allow Monster Energy AMA Supercross fans to be the first to see it.”

In addition to the online and in-stadium branding at Monster Energy AMA Supercross, THQ will receive space in the Pit Party for activation, providing fans the opportunity to be the first to play the next MX vs. ATV later in the season.

THQ will also receive commercial advertising units in CBS Sports network broadcasts of Monster Energy AMA Supercross and will have the opportunity to conduct focus groups during pit parties at select races.

The focus groups will allow fans to critique the current game and will also give them a chance to share their thoughts on the approaching game.

“Feld Entertainment is thrilled to continue our outstanding and long-term partnership with THQ Inc. for the upcoming Supercross season,” said Charlie Mancuso, president, Feld Motor Sports.

“It has been a pleasure to work with such an innovative and engaging partner that continues to show its commitment to the sport, and we are excited about the growth and results the relationship will continue to produce.”

The 2011 Monster Energy AMA Supercross season and THQ sponsorship initiatives kick-off Saturday, 8 January, with the opening round of the season from Angel Stadium in Anaheim, California.