Thrill One: ‘world’s largest indie action sports’ brand launches
Nitro Circus, Street League Skateboarding (SLS) and Superjacket Productions, three of the biggest names in extreme sports, have partnered to create Thrill One Sports and Entertainment, a ‘next-generation content company’ focused on producing live action-sports events.
According to Thrill One CEO Joe Carr, formerly of UFC and the World Surf League, the company “immediately becomes the world’s largest independent action sports operator and media company”, transforming “what has historically been a fragmented landscape into the biggest platform in action sports”.
Investment firms the Raine Group and Causeway Media Partners, along with commercial finance company MidCap Financial, are backing Thrill One, which will produce 30 events globally in 2020 across the three brands.
“Action sports are enjoying a renaissance right now with Olympic inclusion in 2020, the democratisation of media and the worldwide fanbase at an all-time high,” says Carr.
“Action sports are enjoying a renaissance right now”
“I look forward to working with our athletes and talented management team to drive organic growth in our existing businesses while also identifying potential M&A opportunities and complimentary IP.”
Nitro Circus, led by CEO Andy Edwards, creates live events and sports competitions across a portfolio that includes Nitro World Games, Nitro Rallycross and Nitro Circus Live. SLS, meanwhile, is the world’s leading street skateboarding competition series, and Superjacket is the film production company behind TV programmes such as Ridiculousness, The Dude Perfect Show and Rob Dyrdek’s Fantasy Factory.”
“At Nitro Circus, we have the amazing opportunity to work with the best athletes, content creators and technical geniuses in the business, reaching fans worldwide,” comments Travis Pastrana, co-founder of Nitro Circus.
“Now, by teaming up with SLS and Superjacket to create this game-changing team, we can pull our resources together with the unified goal of growing the fun and progression of action sports on a global level.”
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New CEO for live entertainment juggernaut Nitro Circus
Nitro Circus has announced Andy Edwards, formerly president of the sports and entertainment brand, as its new chief executive officer.
Edwards co-founded Nitro Circus’s touring arm, Nitro Circus Live, in 2009, and served as chief operating officer and board director, before becoming president two years ago. Under his presidency, the company – founded in 2003 by motorsports personality and stunt performer Travis Pastrana – has grown globally in all aspects of the business, including media production, live touring, sports competition and consumer products.
“Thinking back to where Nitro Circus started – a few crazy friends filming each other in our back yards and editing out of a garage in Utah – to now, where we have the opportunity to work with the best camera crews, editors, ramp builders, riders and logistical geniuses in the business, creating events that are seen live around the world, it’s a dream come true,” says Pastrana. “It takes a truly special type of leadership to run a company like this.
“As Nitro’s grown, Andy’s ability to keep this crazy train on the rails has been unparallelled. I’m so psyched about where we are headed and can’t wait for what’s next.”
“I am beyond excited to be leading the company into its next phase of expansion”
Nitro Circus’ touring team sold its three millionth ticket in 2018, and expects its biggest year yet in 2019: in February an outdoor stadium version of its You Got This tour launched in Australia, drawing 60,000 fans to three shows in Sydney, Melbourne and Brisbane. A New Zealand is wrapping up soon, with North American and Spanish dates kicking off in May and June, respectively. More tours worldwide are planned for Mexico, South America, south-east Asia and China.
The company also recently announced its first festival, partnering with Synergy Global Entertainment (SGE) and Chris Cole to create Gnarlytown: Bikes, Boards & Bands, a celebration of action sports and punk rock in southern California on 22 June, and more festival projects are in the pipeline.
“We have worked very hard over the years to create a unique brand that straddles entertainment and sport, always pushing the limits of what is possible and delivering incredible content across our live shows, events and movies to a hugely passionate and diverse body of fans around the globe,” says Edwards. “The company has never been better placed to capitalise on this, and I am beyond excited to be leading it into this next phase of expansion.”